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http://dx.doi.org/10.5805/SFTI.2020.22.3.323

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

Chae, Jin Mie (School of Global Fashion Industry, Hansung University)
Publication Information
Fashion & Textile Research Journal / v.22, no.3, 2020 , pp. 323-334 More about this Journal
Abstract
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.
Keywords
consumer's characteristic variable; information search; purchase decision; offline channel; online channel;
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