지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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The purposes of this study were to segment the women's plus-size market by the types of store patronage,profile the segments, and examine the differences in satisfaction with clothing attributes and variety of plus-size apparels according to different segments. The questionnaires included the 7-point likert scales on store patronage, satisfaction,clothing involvement and body cathexis. Five body measurements were recorded by sales people, and the respondents also provided information on their weight, height and garment size in addition to demographic characteristics. Questionnaires were collected from 7 franchise stores in Seoul, Anyang, Daegu, and Cheonan during the months of February,2011 to April, 2011. 210 questionnaires were distributed and 160 were returned. Excluding incomplete questionnaires,a total of 149 questionnaires were used in the final analysis. The cluster analysis based on store patronage identified four segments- major patrons of specialty stores, multi-channel users, regular store users, and internet shopping mall users.
Significant differences were found among the four segments of women's plus-size consumers in terms of clothing involvement,age, occupation, education and clothing expenditures. Internet shopping mall user group were in overall less satisfied with several clothing attributes and variety compared to other groups.
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