The Influence of the Consumption Ritualization on Buying Behaviors

  • Cheol Park (Department of Distribution Management, DongEui Univ.)
  • Published : 1999.06.01

Abstract

Recently, consumer researchers have been interested in consumption ritual that expressed condensedly the consumption system in a culture. From various disciplines this study examined the 'ritual' and 'ritualized behavior' which are unique to human beings and analyzed the relation of ritualization of consumption experience and buying behavior. According to the degree of ritualization, consumers were categorized into four types - ritualized, habitualized, involved, and non-ritualized consumers. In the empirical study, the relation between ritualization of "dressing-up (i.e. to put on the clothing with the intention of wearing displaying them publicity)" and buying behaviors related to clothing was explored through in-depth interviews and a questionnaire survey with 434 married Korean women. Through statistical analysis, research questions were identified in an empirical study: as the consumption experience becomes more ritualized, the purchasing frequency, ongoing involvement, brand loyalty, and opinion leadership will increase as part of clothing buying behavior. Herein, the implications of the study and further research issues are discussed.

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Acknowledgement

The Author wishes to acknowledge the financial support of the Korea Research Foundation made in the program year of 1997.