• 한국의류학회지
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• 제42권3호
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• pp.411-427
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• 2018

This study is to understand the inner psychological state of consumers who pursue a retail therapy effect through fashion product shopping. Qualitative research on the whole process from the point of time of occurrence of shopping motivation to the end of shopping motivation was performed. The researcher became a virtual shopping partner during shopping and conducted a natural conversation interview using a mobile instant messenger program (Kakao Talk). After shopping, participants were asked to write a diary on that day. Collected data were analyzed by applying the grounded theory approach suggested by Strauss and Corbin (1998). Casual Condition, represented everyday stress and Contextual Condition indicated the self-healing consumption trend. Main Phenomena showed a mood change during the fashion shopping process. The sense of emancipation from the place, the satisfaction from the maintenance of social relations, and the sense of accomplishment through purchases were revealed. Intervening Condition showed the consideration in the process of shopping for fashion products, such as providing a try-on experience, price promotion, and involvement of a companion. Action Interaction Strategy was the shopping behavior for the positive emotion increase and negative emotion decrease. Consequence represented a retail therapy in shopping for fashion products.