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1 w wz J. Kor. Soc. Cloth. Ind. 9«1y, 2007 Vol. 9, No. 1, pp.65-71(2007) vƒe VM ƒ w e w 1) Á 2) Á w 3) 1) w q w 2) w w 3) w w m The Effect of Shopping Values and VM Information on Consumer Purchase Behavior - Basis on a Under Wear Store - Eun-Ju Lee 1), Hee-Sun Oh 2) and Yong-Han Suh 3) 1) Dept. of Fashion Design, Pukyoung National University, Busan, Korea 2) Dept. of Design, Pukyoung National University, Busan, Korea 3) Dept. of Distribution Management, Ulsan College, Ulsan, Korea Abstract : This research is to explore relationship between the underwear shopping value and purchasing behaviors, as well as to figure out how the underwear store VM information has influence on consumers' purchase behaviors. Focus is placed on subdividing consumers into different groups according to underwear shopping value, and then verify whether VM information influences the consumer groups differently or not. This study, based on systematic understanding of an underwear consumption, will provide strategic suggestion to establish effective VM information of the underwear brand. The results of this study show that VM information is being utilized by the important clue when the consumers go shopping underwear. That's why the underwear brands should concentrate on developing VM by causing an interest and purchasing of consumers through corresponding with store's individuality and image. Also, the manner of performance should be related to brand image and theme reflected consumer's life style. Key words : shopping values, VM information, purchose behaviors 1. y w š v k y y š. w x ùkùš. wš, y w w» w q ëš š ù ƒ txwš,» j y š. w w y t š t y š.» wš w y ƒ,, y, y wì ³ y š. w q e w ƒ ù y wš. ƒ y y y š r w Corresponding author; Eun-Ju Lee Tel , Fax w fq w fq y VM w» w ƒ š. w w r, t sƒ w w (, 1987;, 1998). p w w (š, 1996; ½, 1997;, 1998)ƒ, s( y, 1995) TVŸ šƒ w e w w (, 1997). ú mw š w. ƒ w w x j w w w VM e w. w VM n wš. ù VM w w. vƒe w, VM w e w š w. ù ƒ vƒe ywš, y VM e w 65

2 66 w wz 9«1y, 2007 w. w w w k z VM œw vƒe ƒe w» w y g w p (Carman, 1978). ƒe w w t sƒw», t yù t ü p t w y w (PittsÁWoodside, 1983). vƒe v x w t z v x w.,, š swwš («, 2002). w k w š, p w k w j w ƒ, x t kw ƒ, t t kw ƒ ƒ ù. w k w w e Sheth et al. (1991) vƒe» ƒe(functional value), z ƒ e(social value), ƒe(emotional value), y ƒe (conditional value), ƒe(epistemic value) ƒ w.» ƒe t t,», ƒ, ƒe, z ƒe w z d ƒe. ƒe w ƒe š, y ƒe t w p y ƒe. ƒe w, y» ƒe. w ƒe w d wš w. w w w œ w ù» ƒe xw. vƒe ƒ š, w w t z w» w wù ƒ w» wš,» w ƒ w VM VM t»z ƒ tx w, t»z ƒ w wš w mw y w ( ùz, 2002). t š y y VM ƒ š. mw Ÿšƒ š w VM q x w w ( x, 2005). v w ù, x VM y š» VM v r, VM v z ƒ e w w w. w VM wš y w. w VM w telš w. t ù w w w VM w š w (Richardson et al., 1994). x Á(2004), Á½ (2002) VM v ü œ,, t, v w. Sankar et al.(2002) VM q, v, t w, s ƒ x. t š w t z k mw w. tƒe, t. w ƒ y, y w t š. t k,,, l, w ƒ ( y, 2002). k y w» s ƒ š t ù v œw VM w. p VM w w POP(Point of Purchase) ww Ÿš t (ƒ,,,,, ) q, p p j w w. p TV,, Ÿš w Ÿš z vq ƒ w w. ƒ w š ƒw s sƒ» w k w (James et al., 1976). ƒ w t, t,,», w ƒ x š, x w e ü p (Hirschman et al., 1978) s ƒ w ƒ v x ù z sƒw ƒ, s w ø w (Hirschman et al., 1978). w ƒ w x» kw ù šw w e ( y, 1998). w y. VM t, w t z w jš, t w w. (1999) w

3 vƒe VM ƒ w e w 67 v ƒ w š, w w ù kû. ½ (1998), Á(2002) x ƒ w ùkû, VM ƒ w ùkû. VM t w w w w eš, w w. w t VM w VM w w. VM w e VM š š w vƒe. 2. VM. 3. vƒeƒ w e w. 4. VM ƒ w e w. 5. vƒe VM w ü w û w r t ww l sw 208 ƒ z. w w 198 ƒ. SPSS 10.1 Package w, Varimaxz w,,, e w d ww» w vƒe VM, w,, m p 4w w. w 5 Likert. vƒe w ( Á, 1993; ½y, 1998; w Á½, 1999; z, 2003) w d w, w 30 w. VM Sankar et al.(2002) m t, v, s 3ƒ ü t, p w, t w w,» w w w, w 15 w, d w Sankar et al.(2002) w w 4 w,. m p w,,, z 4 w, ù, 1z s³ 3 w vƒe vƒeƒ ƒ» w Varimax z w w (Table 1). w 5, ƒ w 0.5 zwš š,» 1 š, 60.55% ùkû. ü» w ƒ w w ƒ ü. ƒ.48 û ùkû. ƒ 20 û w w» q w ùƒ» ww q w e w» w q. 1 w ù Ÿš yw w w. 2 w» w w» w. 3» t w w w. 4 w š ƒw d w w. 5 w, r w w w VM VM ƒ» w Varimax z w w (Table 2). w % w š. w ƒ ü ùküš. 1 w t, w ƒ ü t w. 2 ü tÿš, v w, 3 ü,, s» w w w w w» w Varimax z w w % w, w ƒ.85 ü e.

4 68 w wz 9«1y, 2007 Table 1. vƒe w Ÿšù» ù w ù w w k, ù y w y wì g w tx tx p w tx w w w w ù w w r w w ú» w»z ( 1) » ( 2) ( 3) ( 4) ( 5) š (eigenvalue) (%) (%) Cronbach' α œm Table 2. VM t ( 1) v ( 2) ( 3) œm t q w yw t» t t ƒ w t ƒ p w y w» w q e š w p w q œ» üƒ w w w š d q q vw š k w q š (eigenvalue) (%) (%) Cronbach' α

5 vƒe VM ƒ w e w vƒeƒ w e w vƒeƒ w e w w» w,»,,, vƒ e wš, w w z w (Table 4). z x R % ƒ ùkû, F m w ùkù ƒ q. vƒe,», (+) w ùkû ù, w ee ùkû VM ƒ w e w VM ƒ w e w w» w, v, t wš, w w z (multiple regression analysis) w (Table 5). F m w ùkù ƒ q. z, w VM ƒ ƒ m w w e ùkû. w q ù w VM mw t š. VM t ƒ w wš w. ww k ù f,,»»¾ t d VM y w z vƒe VM w vƒe VM z ƒ» w w z, ƒ VM w ƒ ƒ w» w (ANOVA) w (Table 6). w, w,»w, w, w xy, w (Table 6). t w, w ƒ w ùkû, v w Table 3. w š š ƒ š yw š w œm š (eigenvalue) (%) (%) Cronbach'α.854 Table 4. vƒeƒ w e w t y k t t y t k y w» R 2 =0.215 F = p=0.000 Table 5. VM ƒ w e w t y k t t y t k y w t v R 2 =0.443 F = p=

6 70 w wz 9«1y, 2007 Table 6. vƒe VM w VM 1(n=71) 2(n=45) 3(n=42) 4(n=24) 5(n=16) F t 3.183AB 3.366C 2.970B 2.375A 2.875B v 3.032A 2.733A 2.658A 2.111B 2.604A A 3.285A 3.284A 2.548B 2.645B xy w w» w w w û ùkû. w, w,»w w ùkû m w p m p r û w 69.2% ûw, w 2w 41.9% ƒ, 1z s³ 3~5 38.9% ƒ ùkû, % ùkù 5. 4ƒ ƒ š w, 4~8 ƒ ƒ š, qp w 7~12, ûw 6~10, d w 1~4, ûw 2~4 ƒ.,, e 1~3 ƒ ùkû. 55.6% ƒ ùkû, Table 7. m w p m ~3ƒ 4~5ƒ 6ƒ y w l v w w w w û ~21 22~24 25~27 3 3~5 5~10 10~ z w 39.9% ƒ ùkù, 24.2% ùkû (Table 7). 5. vƒe VM ƒ w e w š vƒe x yw w. w., vƒe,»,,, ƒ ùkû., VM t, v, ƒ, ƒ w w e ùkû., vƒe,», w m w (+) w e ùkû w ùkû., VM t ƒ w e w j ùkû., w, w, t,»w w VM ƒ w ùkû. v ƒ w ùkû.., VM w, mw ƒ x š, w. w vƒe ƒ, w VM y š y w. VM mw t w xk œw v w.,» w txwš,» j y š. ¼ œw, v k w š, l ƒ w. w wz w., ü w û w w», y w w ƒ. wz,, y

7 vƒe VM ƒ w e w 71 w w., VM y w š, 20 k w w w. w z w w ƒ v w. š x Á (1993) û». wƒ wz, 31(1), z (2003) 20~30 û k». w w w. š (1996) w. w w w. «(2002) t vƒe, š š e w: l v œw. w w w w. ½ (1997) v k w w - -. û w w w. ½ (1998) pxew w. w w w. ½y (1998) k» w. w w w. (1987) w w. w w w. Á (2005) q v v v ƒeƒ e w. w wz, 29(11), x Á (2004) VMD q k z w. w wz, 28(2), x (2005) q VMD k z x w. w w w. (2006) q? q Á½ (2002) VMD w. y, 10(6), ùz (2002) v mw fq. w üwz, 31(2), (1998) š w w. w w w. (1997) TVŸšƒ w e w w. yw w w w. Á (2002) š v w t w p. w wz, 52(7), y (1995) s w. w w w. y (2002) q fq q w w. w, 5(2), (1999) w w w. w wz w tz, p.77. (1998) y ey p w. û w w w. (2005) k? y (1998) sü y ƒ š s w k e w. w w w. q ü (2006) w Á½ (1999) ƒe. w wz, 26(6), x (2006) û j Carman, J.H. (1978) Values & consumption pattern: A closed loop. Advances in Consumer Research, 5(1), Engel, J.F., Blackwell, R.D. and Miniard, P.W. (1990) Consumer Behavior. 6th Ed., Dryden Press, Chicago. Hirschman, E.C., Greenberg, B. and Roberson, D.H. (1978) The intermarketing reliability of retail image research. Journal of Retailing, 54(5), James, D.L., Durand, R.L. and Dreves, R.A. (1976) The use of a multiattribute model in a store study. Journal of Retailing, 52(3), Payne, J.W. Bettman, J.R. and Johnson, E.J. (1992) Behavioral decision research: a constructive processing perspective. Annual Review of Psychology, 43(2), Pitts, R.E. and Woodside, A.G. (1983) Personal value influences on consumer product class and brand preferences. Journal of Social Psychology, 119(1), Richardson, P.S., Dick, A.S. and Jain, A.K. (1994) Extrinisic and intrinsic cue effects on store brand quality. Journal of Marketing, 58(4), Sankar, S., Lauren, G.B. and Sucharita, C. (2002) Window displays and consumer shopping decisions. Journal of Retailing and Consumer Services, 9(2), Sheth, J.N., Newman, B.I. and Gross, B.L. (1991) Why we buy what we buy: a theory of consumption values. Journal of Business Research, 22(3), ( )

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