| Abstract |
| Currently, private shopping malls emerging e-retail models are expanding in Europe and the United States and emerging in Korea. The aim of this study is to examine how price consciousness and clothing involvement affect the purchase behavior for fashion products on private sales sites. A specialized internet survey company carried out the survey targeting 200 consumers with experience of purchasing fashion products using private shopping malls. Descriptive statistics, Cronbach`s alpha, 2-way ANOVA, ANOVA, Duncan test, χ2 analysis were conducted. The results are as follows. First, the most purchased items among respondents were products with less than 30% discount rate, and the largest part of the samples showed purchase frequency at 1 time per month. Second, using private shopping malls, the higher price-consciousness and the higher clothing-involvement consumers had, the stronger purchase intention also they had. Third, there was significant difference in the discount rate of purchased products among groups classified according to price consciousness and clothing involvement. This study will provide implications for both academics and practitioners in the fields of fashion online shopping. |
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| Key Words |
| 프라이빗쇼핑몰, 패션제품, 구매행동, 가격의식, 의복관여도, Private shopping malls, Fashion products, Purchase behavior, Price consciousness, Clothing involvement |
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