본문 바로가기
[학술저널]

  • 학술저널

Su Jin Yang(Sungshin Women’s University) Hyun Ah Lee(Sungshin Women’s University)

DOI : 10.7233/ijcf.2020.20.2.023

표지

북마크 0

리뷰 0

이용수 2

피인용수 0

초록

As complex shopping malls have become more popular as major retailers of fashion products. the need for research on consumer behavior in a complex shopping mall context has also emerged. The current research explores critical attributes of fashion stores that impact purchase intention based on a mixed research methodology. Two studies were conducted to evaluate consumers’ attitudes and attributes of fashion stores in complex shopping malls. For Study 1, a qualitative study was conducted to derive fashion store attributes in complex shopping malls, followed by Study 2, a quantitative study to determine what fashion store attributes are important in complex shopping malls. From the in-depth interviews in Study 1, five store attributes were identified including a reasonable price, famous brands that attract attention, friendly service with salespeople who responds only when necessary, stores that sell themselves, and quality products that consumers can see and touch. The results of multiple regression in Study 2 show that the products, brand, and store service have a positive and significant effect on purchase intention, and price has a negative yet significant effect. In addition, women, particularly those with a higher income, may have a higher level of purchase intention.

목차

Abstract
Introduction
Literature Review
Study 1: Qualitative Research on Users of Complex Shopping Malls
Study 2: Quantitative Study on the Evaluation Factors of Fashion Stores in Complex Shopping Malls
Discussion
Future Research and Limitations
References

참고문헌(0)

리뷰(0)

도움이 되었어요.0

도움이 안되었어요.0

첫 리뷰를 남겨주세요.
DBpia에서 서비스 중인 논문에 한하여 피인용 수가 반영됩니다.
인용된 논문이 DBpia에서 서비스 중이라면, 아래 [참고문헌 신청]을 통해서 등록해보세요.
Insert title here