Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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Qualitative Study on the Response of Consumers Experiencing Products' Being Sold Out on the Internet Shopping Malls

인터넷 쇼핑몰 품절상황에서 경험하는 소비자의 반응에 관한 질적 연구

  • Kim, Joo Hyun (Dept. of Clothing & Textile, Pusan National University) ;
  • Lee, Jin Hwa (Dept. of Clothing & Textile, Pusan National University)
  • Received : 2015.04.24
  • Accepted : 2015.07.20
  • Published : 2015.08.31
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Abstract

It is common for popular products to sell out, and be out of stock. The purpose of this study is to examine the responses of consumers who have experiences of shopping online, and finding their desired products unavailable from being sold out. In order to carry out the study, in-depth interviews were conducted with ten recruits who were recruited from the Internet community, Soul Dresser, which is part of the Korean web portal, Daum. First, the cognitive reaction of the interviewees showed both positive and negative responses when they found out that their desired product was sold out. However, in the case of emotional reaction, all of them showed negative reactions. Observations showed that consumers researched and found similar products including price when they realized that their desired products were not going to be re-stocked. And in cases of similar products not being available, the consumers looked to buy other types of products such as bags, shoes, and other accessories.

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