의복소비에 있어서의 양면적 태도와 강박구매

Abstract

Retailers deploy new shopping value-additions to induce customers to shop more, thus driving compulsive buying tendencies, which lead to increased profits for them. Customers display their ambivalence in purchasing a product either through instantaneous consumption, such as when following the latest fashion trends, or methodical decision making. The aim of this study is to investigate the influence of consumers' ambivalent attitudes toward various aspects (brand, store, price, trends, and product types) of clothing shopping on compulsive behavior tendencies. Compulsive buying tendencies were analyzed in terms of the shopping value group and demographic characteristics. For the empirical research, a questionnaire was used. Data from male and female clothing shoppers were analyzed. Consumers were segmented into ambivalent consumption group, emotional value consumption group, rationality consumption group, and indifference consumption group. Results indicate that ambivalent consumption groups showed significantly higher levels of compulsive behavior tendencies in terms of brand, store, price, trends, and product types than other groups. Females showed more compulsive buying tendencies than males. Single people showed more compulsive buying tendencies than married.