| Abstract |
| This study is to analyze the differences in clothing purchasing types through internet shopping mall according to their shopping orientations between Korean and Chinese college students. Data including 341 questionnaires from Korean students and 426 from Chinese students were used for analysis. The questionnaire data used in the research to analyze were analyzed through statistical package program SPSS using factor analysis, reliability analysis (Cronbach α), T-test, One-way ANOVA, Duncan`s post hoc test and Pearson`s correlation test. This study firstly examined differences in clothing shopping orientations between Korean and Chinese college students, secondly differences in clothing purchasing types between them based on their demographics and thirdly, relevance between clothing shopping orientation and clothing purchasing types through internet shopping mall of Korean and Chinese college students.
As a result of study, while Korean college students showed higher pursuit of pleasure shopping orientation and pursuit of individuality shopping orientation than Chinese college students, Chinese college students higher pursuit of convenience shopping orientation, pursuit of economic shopping orientation, pursuit of practical shopping orientation and pursuit of fashionable shopping orientation than Korean college students. In the relevance between clothing shopping orientation and clothing purchasing types through internet shopping mall, Korean college students showed significant positive correlations in the pursuit of pleasure, convenience and economy of clothing shopping orientation variables in purchasing clothing through internet shopping mall, but Chinese college students showed significant positive correlations among all variables in clothing shopping orientations and clothing purchasing orientations through internet shopping mall. |
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| Key Words |
| 의복쇼핑성향, 구매유형, 인터넷쇼핑몰, clothing shopping orientation, purchasing type, internet shopping mall |
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