• Journal of Korea Society of Industrial Information Systems
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• v.23 no.4
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• pp.93-105
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• 2018

For some consumer goods, consumers expect additional benefits or returns after purchasing or using them. This kind of consumer goods that consumers expect some additional benefits or returns after consumption (hereafter consumer goods of investment or CGOI) need not only an approach of simple purchasing perspective but also an approach from investment perspective. Current study tries to figure out if consumers react differently in their purchasing intentions toward CGOI between when they focus on the product's quality, functions, or other current state related information (i.e., simple purchase focus) and when they focus on the benefits that will be generated after using the product (i.e., investment focus). According to the results, while consumers' purchasing intentions toward CGOI in the investment mode are greater when the price is low than when the price is high, consumers' purchasing intentions toward CGOI in the simple purchasing mode are greater when the price is hgih than when the price is low.