한국의류산업학회지 (Fashion & Textile Research Journal)

  • 제22권3호
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  • Pages.323-334
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  • 2020
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  • 1229-2060(pISSN)
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  • 2287-5743(eISSN)
한국의류산업학회 (The Society of Fashion and Textile Industry)
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온/오프라인 유통환경에서 소비자특성, 정보탐색, 구매결정 간 영향관계에 관한 연구

The Influence Relationship among Consumers' Characteristics, Information Search, and Purchase Decision in On/Offline Retailing Environment

  • 채진미 (한성대학교 글로벌패션산업학부)
  • Chae, Jin Mie (School of Global Fashion Industry, Hansung University)
  • 투고 : 2020.02.18
  • 심사 : 2020.05.08
  • 발행 : 2020.06.30
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초록

This study analyzed the effects of consumers' characteristic variables on information search and purchase decisions in a decision-making process that validated the path model in purchasing apparel products. In constructing a structural equation model using AMOS 19.0., the variables including enjoyment pursuit, price pursuit, product involvement and product risk were selected as consumers' characteristic variables affecting the stage of information search. A questionnaire was distributed to consumers over 20 years old who purchased apparel products using offline and online channels within one year; consequently, we were able to analyze 468 effective data. The results were as follows. First, the path model of this research proved to be the appropriate model explaining the effects of consumers' characteristic variables on the stage of purchase decision-making. Second, enjoyment pursuit had a significant positive influence on offline information search; in addition, price pursuit and product risk affected the online information search significantly. Product involvement affected online information search as well as offline information search. Third, the offline information search affected offline purchase and online information search affected online purchase. However, consumer's channel switching behavior between the stage of information search and the stage of purchase decision was not proven. The findings suggest that companies need to develop distribution strategies according to consumers' characteristic factors that effect consumer's purchase decision-making.

키워드

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