중국소비자의 의류상품 구매 시 추구혜택과 구매행동에 관한 연구

Abstract

With the rapid growth of consumer market in China, Chinese consumer's purchasing power is continuously increasing and the consumer's interest in fashion is also growing and spending for clothes is rapidly increasing. And, it is forecast that as Chinese consumption pattern and personality is becoming more diverse and sophisticated, there will be a great visible growth in clothing brands providing unique and specialized products and services covering all over lifestyle. As advance of global brands is accelerated, consumers, products, distribution, and marketing constructing Chine markets are dramatically changing, therefore, it is the time to make a strategic plan for advance of fashion clothing business. Therefore, the analysis of Chinese consumer's propensity to consume and study of behavior pattern of purchasing and benefit from pursuit of benefit from purchasing clothing are required. The purpose of this study is to analyze benefits from pursuit of benefit from purchasing clothing and behavior pattern of purchasing when male and female Chinese consumers who are in their 20 to 30s purchase clothing products. Study contents according to the study purpose are described as follows. The study finds out whether there is a difference in benefits from pursuit of benefit from purchasing clothing according to demographic features by measuring factors of pursuit of benefit from purchasing clothing when Chinese consumers purchase clothing products. The study finds out whether there is a gender difference in behavior pattern of purchasing. Through these findings, this study compares difference in purchasing motivation, product evaluation, source of information, and selecting store. This study grasps relationship between pursuit of benefit from purchasing clothing and behavior pattern of purchasing by finding effect of benefits from pursuit of clothing on source of information and selecting store. For this study, a survey was conducted with Chinese consumers who are in their 20 to 30s, living in Henan, China and total 302 copies of survey were selected for final sample to be analyzed. SPSS static program was used for a statistic analysis and frequency analysis, factor analysis, t-test, one-way ANOVA, and multiple range test by Duncan were conducted. Results from the study are as follows. Firstly, there are 7 types of pursuit of benefit when Chinese consumers purchase clothing products: pursuit of trend, pursuit of price, pursuit of comfortableness, pursuit of brand, pursuit of self-expression and pursuit of quality. Secondly, according to result from finding whether there is a difference in pursuit of benefit from purchasing clothing according to demographic features, Chinese consumers engaged in self-employment business tended to regard pursuit of trend as important and Chinese consumers whose average monthly spending for buying clothes is 1200 to 1500 yuan (200,000 to 250,000 won) regarded pursuit of trend as important. Also, it was found that Chinese consumers whose average monthly income is under 3000 yuan (500,000won), average monthly spending is under 300 yuan(50,000won), and educational background is over college level, tended to purchase clothes with low price or discount price. For pursuit of comfortableness, students and government employees considered comfortableness as important. It was also found that Chinse consumers whose average monthly expense for clothing is 1500 to 1800 yuan (250,000 to 300,000won) and monthly incomes are high, considered brand as important. For pursuit of personality, Chinese female students whose average monthly spending for clothing is 1200 to 1800 yuan (200,000 to 300,000won) considered pursuit of personality as important. For pursuit of self-expression, Chinese female consumers more tended to consider self-expression as important than Chinese male consumers. Thirdly, according to findings whether there is a gender difference in Chinese consumer's behavior pattern of purchasing, male consumer more regarded low price, motivation to purchase, as important than female consumers and male consumer also more utilized empirical source of information and human source of information than female consumers and male consumers purchased clothing much more in agents. It was found that Chinese female consumers was more motivated to buy clothes by its design than male consumers were and female consumers more used commercial source of information and they purchased clothes in many other stores including department store, outlet, and large discount store. Fourthly, according to results from founding the effect of pursuit of benefit on behavior pattern of purchasing when Chinese consumers purchase clothes, there was a significant difference in pursuit of price according to source of information and they are mostly influenced by human source of information such as seeing others wearing the clothes or advice from family or friends. There was a significant difference in pursuit of trend and pursuit of brand based on selecting stores. When the consumers purchased clothes in a department store, pursuit of trend and brand were high and there is an also high pursuit of brand when purchasing clothes in other stores including large discount store or outlet. This means that Chinese consumers regarded brand and trend as important when purchasing clothes in a department store and when purchasing in an outlet or large discount store, they more regarded brand as important factor. Results from this study provide basic data to establish an effective marketing strategy for Korean and Chinese clothing companies.