Human Ecology Research

The Korean Home Economics Association (대한가정학회)
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An Exploratory Study on Purchase Decision Making Process and Clothing Shopping Orientation of Fashion Products Rental Service Users

패션제품 대여 서비스 이용자의 구매의사결정과정과 의복 쇼핑성향에 관한 탐색적 연구

  • Lee, Ji-Yoon (Department of Clothing and Textiles, Yonsei University) ;
  • Shin, Eun-Jung (Department of Clothing and Textiles, Yonsei University) ;
  • Koh, Ae-Ran (Department of Clothing and Textiles, Yonsei University)
  • 이지윤 (연세대학교 의류환경학과) ;
  • 신은정 (연세대학교 의류환경학과) ;
  • 고애란 (연세대학교 의류환경학과)
  • Received : 2018.08.22
  • Accepted : 2018.11.01
  • Published : 2018.12.30
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Abstract

This study identified the characteristics of fashion rental service users as well as analyzed their purchase decision-making processes. A qualitative investigation was conducted through in-depth interviews with 13 women in their 20s-30s who have experienced renting fashion items due to a high interest in fashion. The results of the study are summarized as follows. The need recognition stage analyzed ventilation by mass media, SNS impact, curiosity, saving shopping time and money, awareness of situational necessity, and creation of various styles. The information search stage analyzed how users obtained information from 2 different sources of nonmarketer-dominated sources and marketer-dominated sources. The pre-purchase stage analyzed the evaluation of alternatives in which study participants used 2 evaluation criteria for fashion rental services and fashion rental items. The purchase stage analyzed how participants wait and select desired items (when receiving the notification of rentable items) or select alternative products. The consumption stage examined the usage frequency and usage method. The study divided the post-consumption evaluation stage into 2 categories for evaluation: personal feelings and service. The post-consumption behavior stage analyzed how participants displayed WOM, eWOM and purchase rental product behavior. Clothing shopping orientation of study participants is displayed in 5 dimensions of brand-seeking propensity, individuality-seeking propensity, economic efficiency-seeking propensity, rationality-seeking propensity, and pleasure-seeking propensity. This study identified three main characteristics in the study participants: interest in the fashion, favorable attitude toward used fashion items, consciousness of others.

Keywords

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