Journal of the Korean Home Economics Association 2003;41(9):93-103.
쇼핑스타일, 판촉이용정도, 판촉에 의한 행동전환간의 관계
이영미,박경애
영남대학교 섬유패션학부
The Relationships between Shopping Styles, Promotion Usage, and Consequential Switching Behaviors
Kyung-Ae Park, Lee, Young-Mi
School of Textiles, Yeungnam Univ.
ABSTRACT
The purpose of this study was to examine the relationships between shopping styles, promotion usage behaviors, and consequential switching behaviors. Specifically, it examined: 1) the effects of shopping styles on promotion usage and switching behaviors; and 2) the effects of promotion usage on switching behaviors. A total of 378 responses collected from a questionnaire survey were analyzed. Multiple regression analyses showed that loyalty, fashion prone, brand prone, brand prone, value prone, and hedonic shopping prone styles among the 7 shopping styles affected promotion usage behaviors, and brand prone, hedonic shopping prone, and price prone styles affected switching behaviors. Also, sales and sweepstakes among the 6 promotion usage behaviors affected switching behaviors.