Factors Affecting the Fashion Product Trading-down Consumption: Based on Browsing Motivation, Promotion Sensitivity, A Shopping Characteristics

Abstract

The Purpose of this study is to examine the factors (browsing motivation, sales promotion sensitivity, shopping characteristics) that influence the trading-down consumption of fashion products. The subjects of this study were the young people who were interested in trading-down consumption of new consumption trend and had an experience of trading-down fashion consumption. These data were obtained from 225 male and female consumers in their 20s in Busan. SPSS 18.0 program was used and the data was analyzed by reliability analysis (Cronbach’s α), factor analysis, regression analysis, T-test. The main results were summarized as follows. First, trading-down consumption of fashion products was derived from hedonic consumption, utilitarian consumption, and social consumption. Second, browsing motivation consisted of on/off line browsing, online browsing, offline browsing. The browsing had a meaningful influence on trading-down consumption. Especially, online browsing affected hedonic consumption and on/off line browsing had an influence on utilitarian consumption. Offline browsing had an effect on social consumption. Third, sales promotion sensitivity had 2 factors (regular / irregular sales promotion sensitivity). Irregular sales promotion sensitivity had bigger impacts on hedonic consumption, utilitarian consumption, and social consumption than regular sales promotion sensitivity. Forth, among shopping characteristics, shopping confidence affected hedonic consumption and shopping time had an influence on utilitarian consumption. Shopping innovation impacted on social consumption. Fifth, customer’ gender had a meaningful difference between hedonic consumption and social consumption. Age had also significant differences in trading-down consumption of hedonic consumption.