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DOI :     Journal Korea Society of Visual Design Forum , Vol.68, No.0, 99 ~ 109, 2020
Title
Shopping Behavior in Offline and Online Retail Stores - Comparison between Department Stores and Online Shopping Malls -
이정민 Jung-min Lee , 서구원 Koo-won Suh
abstract
Background As online shopping has been dramatically increased, retail industry has been significantly changed. Accordingly, it is urgent to develop retail space strategies for both offline and online shopping. The study aims to investigate consumers' perception and behavior from a social space perspective. Methods A survey was conducted with 337 adults living in the Seoul metropolitan area. Consumers' perceptions on department stores and online shopping malls were compared using t-test. Moreover, the influences of consumers' perceptions on shopping royalty were investigated using regression analysis. Result The results show that hedonic shopping value was the most important factor influencing shopping royalty. In addition, informativeness, after purchase utilitarian shopping value, and product reliability were influential factors for department stores. On the other hand, informativeness, before purchase utilitarian shopping value, and convenience were influential factors for online shopping malls. Conclusion The study suggests that cultural space providing hedonic shopping value should be established in both online and offline shopping malls. The study provides a theoretical framework that can help explain consumers' shopping behavior and guidelines for practical strategies.
Key Words
패션 쇼핑, 쇼핑 공간, 쾌락적 쇼핑가치, Fashion shopping, Shopping space, Hedonic shopping value
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