초등학생 어머니의 의복구매행동에 관한 비교연구

Abstract

본 연구는 초등학생 자녀를 둔 주부를 본인용 의류구매와 자녀용 의류구매시 추구하는 혜택차원과 의복구매행동에 차이가 있는지를 확인함으로써, 다양한 소비자의 욕구충족을 위한 마케팅 전략 수립의 기초정보를 제공하고자 하였다. 이에 본 연구는 다음과 같이 연구문제를 설정하였다. 첫째, 초등학생 자녀를 둔 주부를 대상으로, 본인용 의류구매와 자녀용 의류구매시 의류상품에서 추구하는 혜택차원을 비교한다. 둘째, 구매상황과 거주지에 따른 의복구매행동을 비교, 분석한다. 연구의 대상은 서울시내 초등학생 자녀를 둔 주부로써, 조사방법은 강남, 강북 각 2 학교씩 4개 학교를 선정하여 전학년을 지역적으로 균등 배분하여 600명을 선정하였다. 자료수집은 설문지법을 이용하였으며, 600부 배부를 하고 최종 414부를 분석에 사용하였다. 자료분석은 SPSS Package를 이용하여 요인분석, 신뢰도 검증, 빈도, 백분율, 평균, 분산분석, χ^(2)-test, t-test를 실시하였으며, 연구의 결과는 다음과 같다. 첫째, 초등학생 자녀를 둔 주부를 의류상품에 대한 추구혜택 차원을 기준으로 요인분석한 결과, 의류구매시 추구하는 요인은 같으나 추구하는 정도의 차이가 있는 것으로 나타났는데, 본인용 의류구매시에는 개성, 경제성, 관리편이성, 활동용이성, 브랜드가치, 동조성, 유행성 순으로, 자녀용 의류구매시에는 개성, 관리편이성, 활동용이성, 경제성, 동조성, 유행성, 브랜드가치 요인 순으로 추구하고 있음이 나타났다. 둘째, 연구대상자는 본인용 의류구매시와 자녀용 의류구매시 선호브랜드 유형, 의복구매장소, 대금지불방법, 주요 쇼핑요일에서 비슷한 구매행동패턴을 보이는 것으로 나타났고, 구매처 선정이유, 정보원의 이용에 있어서 차이를 보이는 것으로 나타났다. 셋째, 거주지역에 따른 비교에서는 본인용 의복구입시와 자녀용 의복구입시 의복구매장소, 구매처 선정이유, 대금지불방법, 주요 쇼핑시간대에 있어서 강남과 강북지역에 거주하는 주부들이 비슷한 구매행동을 보였고, 선호브랜드 유형, 본인용 의복가격대, 한 계절 당 총 의복지출비, 의복구매요일에서는 유의한 차이가 나타나 지역적으로 차이가 있음을 알 수 있었다. ;This study was intended to provide the basic information to establish marketing strategies for satisfying consumers' desire, through comparing the shopping benefits and behaviors of housewives who had the elementary school-age children when they did shopping for themselves with their shopping benefits and behaviors when they did shopping for children. Consequently, this study contained the following objectives. Firstly, the benefits of clothing shopping for housewives and children were compared for housewives who had the elementary school-age children. Secondly, the shopping behaviors based on the shopping situation and residential district were compared and analyzed. The questionnaire survey was conducted for housewives who had the elementary school-age children in Seoul. To conduct this survey, two elementary schools in Gangnam and two elementary schools in Gangbuk were selected, and total 600 students were selected through distributing all students equally in localities. Total 600 questionnaires were delivered but 414 questionnaires were finally used to analyze. It was analyzed with factor analysis, reliability test, frequency, percentage, average, analysis of variance, χ^(2)-test, and T-test by using SPSS Package. The following summarizes the results of the study. Firstly, as the result of analyzing factors based on the benefits of clothing shopping for housewives who had the elementary school-age children, there were the same factors pursued at clothing shopping, but there was the difference of the pursuing degree. As the factor to pursue when doing the clothing shopping for housewives, there were the personality, economic efficiency, manageability, comfortableness, brand value, conformity, and fashionability in orders. However, as the factor to pursue at clothing shopping for their children, there were the personality, manageability, comfortableness, economic efficiency, conformity, fashionability, and brand value in orders. Secondly, the survey indicated that respondents showed the similar shopping behavior patterns in the brand preference, shopping place, payment method, and major shopping day at clothing shopping for housewives and their children. However, it indicated that there was the difference in the reason of the purchaser selection and information source. Thirdly, in comparison based on the resident district, housewives in Gangnam and Gangbuk showed the similar shopping behaviors in the shopping place, reason of the purchaser selection, payment method, and major shopping date when doing the clothing shopping for themselves and their children. However, there was the significant difference in the brand preference, price of the clothing, total shopping expenditure per season, and shopping day. Accordingly, it indicated that there was the difference in localities.