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|[ 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|
|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 : †email@example.com|
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.
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
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