The Influence of Store VM and Shopping Values on Male University Students' Clothing Purchase Behavior

Abstract : The purpose of this study is to find what male consumers value in their clothing behaviors, as well as to inves-tigate how the consumers' shopping values and store VM impact on their clothing purchase behaviors. For data collection,research questionnaires were responded by 202 male students living in Busan. The collected data were analyzed accord-ing to the frequency-factor analysis using SPSS for win 10.1 Package, the factor analysis using Varimax, reliability analysis,and multi-regression analysis. The results of this study are as follows; First, the shopping values were composed ofhedonic, utilitarian, and economic value, and VM was divided into store facility, store image, layout, and fashion infor-mation. Second, multi-regression analysis was conducted to find the impact of consumers' shopping values on their cloth-ing purchase behaviors. The result showed that the hedonic shopping value and utilitarian shopping value significantlyaffected the consumers' clothing purchase behaviors, while economics shopping value did not show any statistical sig-nificance. Third, multi-regression analysis was conducted to find the impact of store VM on consumers' clothing purchasebehaviors. The result showed that store image, layout, and fashion information had a significant impact on consumers'clothing purchase behaviors.Key words :shopping value, visual merchandising, clothing purchase behavior