| Abstract |
| This study investigates the effect of car purchase orientation and fashion shopping orientation on purchase intention in lifestyle store of car brand. For this study, the pictures of lifestyle store of car brand such as BMW and Ferrari were chosen. After respondents looked at them, they completed a questionnaire. The questionnaire covered car purchase orientation, fashion shopping orientation and purchase intention in lifestyle store of car brand. Respondents were limited to subjects aged 20 to 49, with experience of car ownership. Four hundred samples were used for the final analysis. Descriptive statistics, Cronbach`s alpha, exploratory factor analysis, correlation analysis and regression analysis were conducted.
The results are as follows. First, car purchase orientation was extracted as three factors: pursuing personality of car style, emphasis on family practicality and preference on big and expensive car. Second, fashion shopping orientation was extracted as three factors; interest on fashion, brand and luxury preference and emphasis on care and fabric. Third, car purchase orientation was related to fashion shopping orientation. Fourth, car purchase orientation without emphasis on family practicality had significant influences on purchase intention in lifestyle store of car brand. Pursuing personality of car style influenced the purchase intention more greatly than preference on big and expensive car. Finally, fashion shopping orientation without emphasis on care and fabric positively influenced the purchase intention. This study supports that the lifestyle store of car brand should put more focus on customers that pursue car personality and are interested in fashion. |
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| Key Words |
| 라이프스타일 스토어, 자동차 구매성향, 패션 쇼핑성향, Lifestyle store, car purchase orientation, fashion shopping orientation |
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