중국소비자의 라이프스타일에 따른 모바일 의류쇼핑 추구혜택과 구매만족도에 관한 연구

Abstract

Rising to the very top in terms of size of internet users and online e-commerce, China has become the worlds largest internet market. As mobile shopping in rapidly growing, China is planning to actively carry forward the development of the online market, focusing on the ‘internet plus’ promotion policy during the period of the 13th five-year plan. In 2015 more than half of the products sold from online shopping malls in China were bought through using a smartphone. Thus, it would be necessary to understand the consuming market of China, the lifestyle of the Chinese consumers as well as to analyze the mobile clothing shopping pursuit benefits and purchase satisfaction in accordance with the consumers lifestyle. Therefore, the objective of this study is to analyze the apparel sector pursuit benefits in mobile shopping and its purchase satisfaction in accordance with the Chinese consumers lifestyle. This study conducted a survey targeting Chinese male and female consumers in their 20-30s with experiences in mobile clothing shopping. The questionnaires were distributed through a homepage specialized in survey and through one of China’s largest social media service, WeChat. Collected data were then analyzed using SPSS 22.0 for statistical analysis in, frequency analysis, factor analysis, cluster analysis, analysis of variance, cross-tabulation analysis, and correlation analysis were collected. The results of this study could be summarized like below. First, the results of analyzing the lifestyle of the people in their 20-30s living in China with experiences in mobile clothing shopping, a total of five factors; fashion orientation, brand orientation, socializing orientation, rational consumption orientation, and economic consumption orientation were extracted. Regarding the mobile clothing shopping pursuit benefits, a total of four factors such as brand pursuit, comfortableness pursuit, individuality pursuit, and price pursuit were extracted. And in purchase satisfaction, a total of three factors were extracted; product satisfaction, shipping satisfaction and convenience satisfaction. Analyzed results shown in all three areas of lifestyle, pursuit benefits and purchase satisfaction showed a correlation with one another. Second, in the results of cluster analysis on the factors of lifestyle they were classified into five groups such as rational consumption-oriented group, economic consumption-oriented group, fashion/brand-oriented group, socializing-oriented group, and passive lifestyle group. In the results of analysis, all the factors of lifestyle were relatively high in the fashion/brand-oriented group and socializing-oriented group. This shows that Chinese people have a strong characteristic in socializing and enjoy fashion/brand products. Third, in the results of analyzing differences in the demographic characteristics in accordance with lifestyle groups, very little significance was shown when it came to sex, age group, highest academic background, occupation, and residential area while there were significant differences in monthly average income and monthly average clothing shopping expenses. Results in the characteristics of mobile clothing shopping in accordance with lifestyle groups with the exception of payment method and mobile shopping places showed significant differences in areas such as monthly average number of mobile clothing shopping, monthly average mobile clothing shopping expenses, homepage for purchase, method of access to homepage and matter of experiencing offline shops before shopping. Fourth, In the results of examining differences of pursuit benefits in accordance with lifestyle groups, fashion/brand-oriented group showed the highest brand pursuit of pursuit benefits. Rational consumption-oriented group, economic consumption-oriented group, fashion/brand-oriented group and socializing-oriented group showed high comfortableness pursuit. Fashion/brand-oriented group showed the highest individuality pursuit while the rational consumption-oriented group and economic consumption-oriented group showed high price pursuit. Fifth, in the results of understanding differences of mobile clothing shopping purchase satisfaction in accordance with lifestyle groups, fashion/brand-oriented group showed the highest product satisfaction of purchase satisfaction while economic consumption-oriented group and fashion/brand-oriented group showed high shipping satisfaction and convenience satisfaction. Such results of this study would be useful data as a base for Korean clothing businesses when establishing marketing strategies to enter the Chinese market targeting at Chinese consumers in their 20-30s with experiences in mobile clothing shopping.