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AbstractA Comparison of Choice Behavior in Luxury Brands Shopping Channel of the On-line and Off-line- Focusing on the Age 20’s Group of Women Consumers
Cha,Tai-hoon(Associate Professor, School of Management, Hankuk University of Foreign Studies) Nam,Ki-mae(Adjunct Professor, School of Management, Hankuk University of Foreign Studies)
This paper aims at investigating how much a consumer’s choice behavior of selecting luxury brands shopping channel is affected by his shopping orientation. The research results show that a consumer’s choice behavior of selecting luxury brands shopping channel depends on such factors as shopping experience in luxury brands store, buying orientation, inquiry method, and shopping experience through internet. These results can be summarized as follows. First, a group of consumers who have a lot of shopping experiences tend to prefer luxury brands store due to their familiarity with the off-line luxury brands store. Second, a group of consumers who prefer the off-line luxury brands store tend to show the impulsive buying behavior, whereas another group of consumers who prefer the on-line luxury brands store tend to show planned buying behavior. Third, a group of consumers who like a specific luxury brands tend to prefer the offline store because in-store product comparative process is possible. But a group of consumers who have a low preference for a specific luxury brands tend to prefer the online store. And last, a group of consumers who have negative shopping orientation towards internet shopping have preferred the off-line luxury brands store owing to the uncertainty of the on-line shopping process. Whereas a group of consumers who have lots of internet shopping experiences gave a favorable judgment for the unlimited information browsing and the low price in the internet shopping mall, and they judged that the on-line store equipped with various kinds of luxury brands more or less. Key words : qualitative research approach, luxury brands, shopping orientation, shopping channel, shopping experience, impulsive buying behavior, in-store product comparative process, internet shopping experiences |
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