한국복식학회(IJCF) 학술지영문홈페이지
[ Article ]
International Journal of Costume and Fashion - Vol. 20, No. 2, pp.23-37
ISSN: 2233-9051 (Print) 2288-7490 (Online)
Print publication date 31 Dec 2020
Received 14 Nov 2020 Revised 10 Dec 2020 Accepted 14 Dec 2020
DOI: https://doi.org/10.7233/ijcf.2020.20.2.023

Impact of Store Attributes and Demographic Characteristics on Purchase Intention toward Fashion Products in Complex Shopping Malls

Su Jin Yang ; Hyun Ah Lee
Assistant Professor, Department of Consumer Science & Living Culture Industry, Sungshin Women’s University, Seoul, South Korea
Master’s Student, Department of Living Culture & Consumer Science, Sungshin Women’s University, Seoul, South Korea

Correspondence to: 220206026@sungshin.ac.kr

Citation Yang, S. J., & Lee, H. A. (2020). Impact of Store Attributes and Demographic Characteristics on Purchase Intention toward Fashion Products in Complex Shopping Malls. International Journal of Costume and Fashion, 20(2), 23-37.

Abstract

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.

Keywords:

Complex shopping mall, Fashion stores attributes, Purchase intention, Demographic characteristics, Hybrid research methodology

References

  • Cha, S. S., & Park, C. (2014). The factors of complex shopping mall influencing customer satisfaction in Korea. Journal of Distribution Research, 19(4), 91-116.
  • Choi, C. J., & Huh, Y. S. (2014). The mediating role of affective commitment in explaining relationship between characteristics of service-offer and loyalty: Focused on department stores. The Journal of the Korea Contents Association, 14(10), 255-269. [https://doi.org/10.5392/JKCA.2014.14.10.255]
  • Chun, T. Y. (2009). Transactions: The effect of store characteristics of outlet on consumption emotion, relationship quality, and loyalty. Fashion & Textile Research Journal, 11(3), 417-426.
  • Chung, Y. J., & Jang, E. Y. (2012). Theses: The effects of the store attributes and relationship quality on the conversion intent of fashion store: Focused on internet shopping mall and local store. Journal of Fashion Business, 16(4), 75-87. [https://doi.org/10.12940/jfb.2012.16.4.075]
  • Eom, K. H., & Pyo, J. Y. (2016). A case study on the tendency of malling culture appear in mega complex shopping mall. Journal of the Korean Society of Design Culture, 22(1), 203-214.
  • Gallup Report. (2020, February 14). Market70 Issue 2C-Experience rate of retail store visits (pre-fandemics). Retrieved from https://www.gallup.co.kr/gallupdb/reportContent.asp?seqNo=1115
  • Jia, Z., & Jeon, K. H. (2018). A study on comparative research about impulse buying determinant: Korea vs. China. Journal of Business, 3(2), 21-27. [https://doi.org/10.31152/JB.2018.10.3.2.21]
  • Jung, K. C., Jo, S. C., & Lee, H. Y. (2019). A comparative study on attributes influencing a choice among shopping destinations on weekdays and weekend: Focused on complex shopping malls, stand alone department stores, and big-box retailers. Journal of Distribution Research, 24(3), 27-51.
  • Jung, S. A., & Choi, M. Y. (2011). The effects of the VMD of an SPA store on product evaluation and purchase preferences. Journal of The Korean Society of Fashion Design, 11(2), 75-95.
  • Kim, C. J. (2002). Store attribute factors that influence the intention to revisit a clothing store at large discount stores (Unpublished master’s dissertation), Chung-Ang University, Seoul.
  • Kim, H. K., & Oh. S. J. (2011). An attitudinal factors of malling at the multiplex shopping mall. Journal of Korean Society for the Scientific Study of Subjectivity,23, 221-237.
  • Kim, J. S., & Park, M. J. (2017). The effect on the emotional responses and behavioral responses to store attributes of lifestyle-shops. A Journal of Brand Design Association of Korea, 15(3), 203-218. [https://doi.org/10.18852/bdak.2017.15.3.203]
  • Kim, J. W., & Lee, D. H. (2011, May). A comparative study on the gender/generational differences in the criteria for selecting a complex shopping mall. Journal of the Korean Association of Distribution Societies, Seoul.
  • Kim, K. H., & Park, M. J. (2016). The effect of the congruity between self-image and image of a multi-brand store on store attributes and consumer responses. Journal of The Korean Society of Clothing and Textiles, 40(1), 12-25. [https://doi.org/10.5850/JKSCT.2016.40.1.12]
  • Kim, K. I., & Kim, M. Y. (2001). The differences of consumer perception toward the components of apparel store. Journal of channel and retailing, 6(1), 1-21.
  • Kim, S. H. (2001). The consumer satisfaction and repurchase intention according to apparel store types: Focusing on product quality and service quality. Journal of the Korean Society of Costume, 51(1), 61-74
  • Kwon, Y. J., & Hong, B. S. (2006). Transactions: The effect of discount store attributes and clothing product evaluation on store loyalty. Journal of the Korean Society of Clothing and Textiles,30(7), 1066-1077.
  • Lee, J. A., & Lee, S. J. (2013). The impacts of store attributes and shopping orientation on store patronage for the imported fashion multi-brand shop. Journal of the Korean Society of Costume, 63(7), 17-30. [https://doi.org/10.7233/jksc.2013.63.7.017]
  • Lim, K. B. (2001). A study on the consumer`s importance of store attributes and store choice behavior according to the shopping orientations. The Research Journal of the Costume Culture, 9(6), 807-817.
  • Macromill Embrain Trendmonitor. (2012, October 26). Investigation on consumption patterns of each store according to 2012 distribution stores. Retrieved from https://www.trendmonitor.co.kr/tmweb/trend/allTrend/detail.do?bIdx=926&code=0201&trendType=CKOREA
  • Na, Y. K., & Oh, W. G. (2010). A study on fashion store attributes and brand equity according to lifestyle and brand type. Journal of The Korean Society of Fashion Design, 10(3), 97-114.
  • Open Survey. (2020, May 11). Fashion Trend Report 2020. Retrieved from https://blog.opensurvey.co.kr/trendreport/fashion-2020, /
  • Park, J. J., & Lee, J. H. (2012). Study on the preferred store type and store choice properties of clothing shopping consumers based on the AHP method. Journal of the Korean Society of Clothing and Textiles, 36(2), 138-151. [https://doi.org/10.5850/JKSCT.2012.36.2.138]
  • Park, M. J. (2013). Generational malling culture in multi-complex shopping malls: Entertainment experiences. The Research Journal of the Costume Culture, 21(5), 726-741. [https://doi.org/10.7741/rjcc.2013.21.5.726]
  • Park, M. J. (2014). The differences in retail entertainment according to gender, age, shopping orientation of multi-complex shopping mall consumers. Journal Korea Society of Visual Design Forum, 45, 353-366. [https://doi.org/10.21326/ksdt.2014..45.032]
  • Park, T. W., Lee, D. J., & Park, S. K. (2012). Analysis of space cognition and use characteristics on premium outlet shopping mall: Focused on exploratory factor analysis on visitor's behavior. The Journal of the Korea Contents Association, 12(6), 486-496. [https://doi.org/10.5392/JKCA.2012.12.06.486]
  • Sakong, S. Y., & Park, K. A. (2000). Store attributes, personal characteristics and situations on store choice: Independent fashion specialty stores versus franchised chain stores. Family and Environment Research, 38(5), 25-40.
  • Shim, C. S., & Seo, Y. S. (2010). The socio-cultural meaning of shopping mall as an urban leisure space: A social construction of space approach. Journal of Tourism Sciences,34(6), 191-210.
  • Shin, J. H., Park, J. O., & Kwon, Y. A. (2006). A study on the importance degree of store attribute according to fashion product types and task situations. Journal of the Korean Society of Clothing and Textiles, 30(9), 1366-1377.
  • Suh, K. W., & Min, H. C. (2009). The experience and consumer attitude in the cultural complex type retail store. Seoul Urban Studies, 10(4), 143-158.
  • Suh, Y. G., Moon, Y. J., & Suh, Y. K. (2013). A study on characteristics according to the type analysis of visitors to the complex tourism shopping mall. Journal of the Korean Academy of Commodity Science & Technology, 31(3), 75-96. [https://doi.org/10.36345/kacst.2013.31.3.006]
  • Sung, H. W. (2008). Effects of price perception and store attributes on fashion-related store choice behavior: Focused on department store, discount store, and internet shopping mall. Journal of the Korean Society of Clothing and Textiles, 32(8), 1274-1285. [https://doi.org/10.5850/JKSCT.2008.32.8.1274]
  • Thompson, C. J. (1997). Interpreting consumers: A hermeneutical framework for deriving marketing insights from the texts of consumers’ consumption stories. Journal of marketing Research, 34(4), 438-455. [https://doi.org/10.1177/002224379703400403]
  • Yang, J. I., & Kim, M. S. (2018). Influence of primary and complementary service factors on department customer satisfaction and revisit intention. Journal of Service Management Society,19(2), 125-146. [https://doi.org/10.15706/jksms.2018.19.2.006]
  • Yang, L. N. (2009). A study on the satisfaction of the store attribute, intention of revisit and recommendation on the clothing consumer. The Research Journal of the Costume Culture, 17(3), 367-382. [https://doi.org/10.29049/rjcc.2009.17.3.367]
  • Zhu, L. (2020). The effect of consumer experience on perceived benefits and satisfaction in a complex shopping mall (Unpublished master’s dissertation), Seoul National University, Seoul.
  • Underhill, P. (2005). Call of the mall: The geography of shopping by the author of why we buy. New York, NY: Simon and Schuster.