The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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A study on the difference in wedding planner selection criteria and willingness to pay according to consumer characteristics

소비자 특성에 따른 웨딩플래너 선택속성 차이 및 비용 지불의사에 관한 연구

  • Kim, Ha Jeong (Dept. of Wedding Business, The Graduate School of Sangmyung University) ;
  • Yu, Jihun (Dept. of Clothing & Textiles, Sangmyung University)
  • 김하정 (상명대학교 대학원 웨딩비즈니스 전공) ;
  • 유지헌 (상명대학교 의류학과)
  • Received : 2019.04.11
  • Accepted : 2020.01.05
  • Published : 2020.04.30
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Abstract

Using the developed wedding planner selection criteria scale, this study examined whether wedding planner selection criteria differ according to consumer characteristics such as demographic characteristics and wedding preparation behaviors. The main survey for this study was conducted via the Internet with 295 consumers aged 20-30 living in the Seoul metropolitan area. The data collected from the survey processed and analyzed using the statistical programs SPSS 21.0 t-test. Analyzing how wedding planner selection criteria differ according to consumers' demographic characteristics and wedding preparation behaviors, results shown for the wedding planner selection criteria were all four points on average except for individual characteristics and important sub-factors regardless of the consumers' characteristics, and various results were derived depending on the consumers' characteristics. This study has various practical implications in that it verified the difference in wedding planner selection criteria according to consumer characteristics and determined how much money consumers were willing to play for wedding planners. It is recommended that future studies take various approaches to investigate how wedding planner users are satisfied with or place importance on wedding planner services and conduct empirical using the selection criteria developed in this study to compare influential variables that affect behavior intention and willingness to pay according to consumer type.

Keywords

References

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