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. +82-51-620-6861, Fax. +82-51-623-6029 E-mail: eunju316@hanmail.net 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
66 w wz 9«1y, 2007 w. w w w k z VM œw. 2. 2.1. 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. 2.2. 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
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. 3. 3.1. 1. vƒe. 2. VM. 3. vƒeƒ w e w. 4. VM ƒ w e w. 5. vƒe VM w. 3.2. ü w û w r t ww. 2006 2 15 l 3 16 230 sw 208 ƒ z. w w 198 ƒ. SPSS 10.1 Package w, Varimaxz w,,, e w. 3.3. 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. 4. 4.1. 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.71.84 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. 4.2. VM VM ƒ» w Varimax z w w (Table 2). w 3 68.74% w š. w ƒ.78.90 ü ùküš. 1 w t, w ƒ ü t w. 2 ü tÿš, v w, 3 ü,, s» w w. 4.3. w w w» w Varimax z w w. 69.73% w, w ƒ.85 ü e.
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).755.815.793.623» ( 2).548.813.840.581.585 ( 3).636.548.738.719.760.558 ( 4).745.542.711 ( 5).595.561.751.671.641 š (eigenvalue) 3.373 3.343 3.127 2.231 1.770 (%) 14.665 14.534 13.595 10.057 7.696 (%) 14.665 29.200 42.795 52.851 60.548 Cronbach' α.832.837.840.480.706 œm.681.718.734.580.538.759.765.631.518.563.706.678.590.686.503.566.391.671.493.472.625.617.439 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.812.826.763.710.522.605.737.722.786.677.644.787.731.709 š (eigenvalue) 3.710 3.514 2.401 (%) 26.499 25.097 17.148 (%) 26.499 51.596 68.744 Cronbach' α.897.778.899.789.842.733.689.667.373.659.695.774.677.609.764.694.659
vƒe VM ƒ w e w 69 4.4. vƒeƒ w e w vƒeƒ w e w w» w,»,,, vƒ e wš, w w z w (Table 4). z x R 2 0.215 21.5% ƒ ùkû, F m w ùkù ƒ q. vƒe,», (+) w ùkû ù, w ee ùkû. 4.5. 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. 4.6. 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.855.845.797.842 š (eigenvalue) 2.789 (%) 69.732 (%) 69.732 Cronbach'α.854 Table 4. vƒeƒ w e w t y k t t y t k y -8.948 0.63.000 1.000.295 0.63.257 4.671.000 w».286 0.63.286 4.524.000.257 0.63.295 4.070.000.008 0.63.008.134 0.914.000 0.63.000.002 1.000 R 2 =0.215 F =11.772 p=0.000 Table 5. VM ƒ w e w t y k t t y t k y 053.000 1.000 w.436 0.63.436 8.189.000 t.454 0.63.454 8.527.000 v.236 0.63.236 4.437.000 R 2 =0.443 F = 53.157 p=0.000.731.714.636.709
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 7.773 v 3.032A 2.733A 2.658A 2.111B 2.604A 6.036 3.047A 3.285A 3.284A 2.548B 2.645B 6.745 xy w w» w w w û ùkû. w, w,»w w ùkû. 4.7. m w p m p r û w 69.2% ûw, w 2w 41.9% ƒ, 1z s³ 3~5 38.9% ƒ ùkû, 3 33.8% 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 24 12.7 2 2~3ƒ 4~5ƒ 6ƒ y w l v w w w w 103 66 3 20 110 41 17 9 19 77 48 10 44 û 61 147 19~21 22~24 25~27 3 3~5 5~10 10~15 50.8 83 57 8 67 77 33 13 8 52.1 33.3 1.5 10.1 55.6 20.7 8.5 4.5 9.6 39.9 24.2 5.1 22.2 30.8 69.2 25.3 41.9 28.8 4.0 33.8 38.9 16.7 6.6 4.0 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
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