• 한국의류산업학회지
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• 제19권1호
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• pp.19-29
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• 2017

This study identified the purchase decision-making process of outdoor wear consumers and examined the hypothesis that consumer satisfaction mediates the relationship between purchase decision-making process and repurchase intention. Data were acquired from a survey and analyzed with descriptive, factor analysis, reliability analysis and multiple regression analysis. Respondents were 454 adults who have purchased outdoor wear. The results are as follows. First, the purchase decision-making processes of outdoor wear consumers consisted of a series of steps: need recognition & passive information search, active information search, evaluation of alternatives with practical attributes, evaluation of alternatives with unpractical attributes, purchase decision, and post-purchase evaluation. Second, four purchase decision-making processes (except for need recognition & passive information search and active information search) had significantly positive effects on consumer satisfaction. Third, the need recognition & passive information search, the evaluation of alternatives with unpractical attributes and post-purchase evaluation had significantly positive effects on repurchase intention. Lastly, the partial mediation of consumer satisfaction in the relationship between two purchase decision-making processes (evaluation of alternatives with unpractical attributes and post-purchase evaluation) and repurchase intention were indicated. This academic study will help to understand the purchase decision-making processes of outdoor wear and allow companies to obtain information (from the industrial aspect) about which process to invest in and how to manage the process.

• 산업경영시스템학회지
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• 제43권3호
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• pp.135-142
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• 2020

In this study, the case of brand IMC communication of LG Hausys' total interior solution brand Z:IN was dealt with. The target consumer of the Z:IN brand is a general end consumer and also shows the character of industrial goods. Accordingly, there should be a unique aspect that brand management and communication methods must be made from more angles. For many companies which are active in the industry, this case study should be significant. This case study was researched in terms of consumer's purchase decision-making process and consumer participation and experience. Brand Zi:in developed a brand communication strategy following the flow of the consumer purchasing decision process. And the brand actively induces consumer experience and participation so that consumers can communicate more closely with the brand. Brand communication from the perspective of consumer purchasing decision-making and consumer experience and participation is a crystal that fully considers LG Hausys' products, markets, and competitors, and will be an effective strategy to continue to preoccupy the market not only in the present but in the future.

• 한국의류학회지
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• 제21권8호
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• pp.1323-1333
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• 1997

The objectives of this study were to identify 1) the steps of information processing and evaluation in clothing purchase decision making, 2) evaluative criteria and determinant attributes at each step, 3) decision making rule, and 4) the effect of clothing involvement on information processing and evaluation. The data were obtained 71 female adults using questionnaire, observation and protocol in real shopping behavior. Consumer's information processing and evaluation was a circulated process composed of multi-steps. Consumer considered aesthetic and intrinsic evaluative criteria to be important and used compensatory and noncompensatory rule together at each decision making step. Clothing involvement had an partial effect on information processing and evaluation.

• 복식문화연구
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• 제24권3호
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• pp.385-398
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• 2016

In a world where opportunities and chances are common, the phenomenon referred to as "generation maybe" describes people in their 20s and early 30s who are usually being indecisive. With the increase in breadth of information and choices, the number of people who are hesitant in deciding whether to purchase increases at a fast pace, as does the number of products and services targeting this group. In order to enhance our understanding of the phenomenon of consumer hesitation, this study explores contextual factors and consumer characteristics that affect consumer hesitation in the purchase decision-making process. Specifically, this study examines whether seven contextual factors, self-determination tendencies, and five decision-making styles influence consumer hesitation in the product decision making process. An online survey was administered to test our research questions. A total of 309 Korean consumers (female=48.9%) aged from 20 to 35 were surveyed. A regression analysis revealed that four contextual factors (product involvement, need for information on alternatives, relative price, and uncertain need), two sub-dimensions of self-determination (perceived competence and relatedness), and two decision-making styles (price seeking and advice seeking) have noticeable influences on consumer hesitation. We also found that the degree of consumer hesitation positively influences consumer post-purchase satisfaction. The study concludes with discussions and practical implications.

• 한국의류학회지
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• 제22권6호
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• pp.760-771
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• 1998

The purpose of this study is to clarify the concept and construct of the problem recognition stage in consumer decision making process of apparel Purchase. This study was supplemented by the theoretical study and field interviews. 40 women were interviewed on their apparel purchase situation to identify problem recognition process. As a result, the concept of problem recognition in apparel purchase is the perceived difference between the ideal state of apparel affairs and the actual situation sufficient to arouse and activate the decision making process. And the problem recognition stage in apparel purchase is constituted of the following steps: gestation, categorization, problem definition, and purchase intention formation. In most cases, these four steps existed, but in some cases several steps were deleted or condensed.

• 한국조리학회지
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• 제23권6호
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• pp.161-172
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• 2017

The purposes of this study were to examine if a decision making by a tourist sequentially or hierarchically occurs in a tourism destination and to test determinants that have an effect on both a sequential and non-sequential decision making. An instrument for the study was developed with three steps. A total of 420 and 380 questionnaire were collected respectively for the first two round surveys. For the third step, a pilot test was conducted with 30 respondents. And the data analysis utilized SPSS 18.0. A logistic regression analysis with variables of tourism activity and demography was employed to investigate the factors that affect a sequence of decision-making process. As an important result, the higher the age of the tourist in a tourism destination, the more conspicuous the consumption expenditure is made through the sequential decision-making process. Additionally, it is unreasonable to apply the premises and assumptions in extant consumer behavior to tourist behavior. The process of decision making by tourists in tourism areas is driven by either non-sequential or non-hierarchical decision-making process. More discussion and implications were provided.

• 복식
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• 제52권4호
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• pp.141-154
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• 2002

The purpose of this study was to define 'sponsorship' as a kind of advertising tool, and to describe its effects on consumer brand attitude and actual purchase behavior. From previous research results, clothing sponsorship was defined as 'indirect advertisement', which has common ad traits as well as the uncommon ad traits, such as indirectness, emotional affinity, and symbolism. Results from empirical research using 1,227 data collected in Seoul and Kyounggi Areas were as follows ; (1) Television drama clothing sponsorship was proved to have effects on brand image, emotional & rational brand attitudes, decision making process, and actual purchase behavior. (2) Each of drama clothing sponsorship factors, such as 'drama', 'role', and 'actress', had different effects on brand memory and attitudes. (3) Consumer decision making process initiated by drama clothing sponsorship followed two different processes, which were called 'rational' and 'heuristic'. The rational process followed every steps of EKB model, which explained consumer's rational shopping, but heuristic model was closer to emotional and impulsive shopping.

• 대한가정학회지
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• 제19권4호
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• pp.73-84
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• 1981

The purpose of this study was to examine the conjugal role structure in the purchasing decision process : problem precognition, information seeking and evaluating, final decision, and actually making the purchase, through a survey of the degree of conjugal involvement. The specific objectives were 1) to examine the conjugal role structure and differences at each phase of the decision process in purchasing of residence and twelve durable household consumer goods, 2) to determine the differences between conjugal role structure in each phase of the purchasing decision process and conjugal demographic factors(number of years married, conjugal education level, conjugal occupation, and income). Questionnaires were given to randomly selected husbands and wives in /seoul I October, 1980. data from the 275 responses were analyzed by percentage, mean, and F-test(analysis of variance). The results are as follows : 1) The conjugal role structure for the purchasing decision process of residence and twelve durable household consumer goods was analyzed by percent. It was found that role structure was specialized by the type of item. for instance, furniture and home appliances were purchased by wives; amusement goods and cars were purchased by husbands' and residence was purchased by joint. However, conjugal role structure in the purchasing decision process differed by phased of process : (1) Wives involvement in the phase of problem recognition was greater than their involvement in information seeking and evaluating, but husbands' involvement a in the phase of information seeking and evaluating was slightly greater than their involvement in problem recognition. (2) Husbands' involvement in the phase of making the final decision was far greater than their involvement I information seeking and evaluating. (3) Wives' involvement in the actually making of the purchase was far greater than their involvement in making the final decision. 2) Only one among conjugal demographic factors was significantly related to conjugal role structure. That, is, conjugal role structure in the purchasing decision process showed that the wives' involvement I making the final decision and in actually making the purchase increased with number of years married.

• 가정과삶의질연구
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• 제21권4호
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• pp.41-53
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• 2003

The purpose of this study is to understand and verify the incentives as an important market environment and to help consumers use them effectively, and consequently to improve the consumer welfare. This study examined the representative incentive, the sales promotions which can effect on the consumer decision making process and current issues of them. For the purpose, a coffee specialty store was hypothesized and the subjects were 20∼30 years old, since the sales promotions can be more effective toward the younger consumers making their decisions low-involvement goods and services. The conclusions can be summarized as follows; Consumers understand the advantages and disadvantages of sales promotion very well, and use them rationally and usefully to maximize their satisfaction. the sales promotions act as incentives in the all steps of decision making processes. Generally, consumers prefer to get things at a good price, so in this survey, the discount coupons and the point accumulative membership had more effect than others. Consumers pointed out controversial issues of the sales promotions as follows: the sales promotions could bring about cost rising and unnecessary and/or impulse buying, and stir up speculative motivation. These are common serious problems in the sales promotions. The sales promotions are very useful tools in promoting sales but not fundamental in the long run. Marketers and manufacturers should keep it in mind that the best way to satisfy the consumers is to keep all things in good quality and moderate price.

• 한국의류학회지
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• 제43권1호
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• pp.33-50
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• 2019

This study investigates the decision-making processes of Iranian women in their twenties who purchased Hallyu beauty and fashion products. We conducted ten in-depth interviews of Hallyu enthusiasts who previously purchased Hallyu products. Interviewees were recruited using a snowball sampling technique based on nonprobability sampling. Interviews were conducted in the 1:1 in-depth interview format for one hour of each interview from April 11, 2017, to May 14, 2017, using semi-structured questionnaires, and recorded with consent. Our analysis of the characteristics of consumption behaviors of the women used seven steps of the purchase decision-making process. This study used interviews to analyze the following questions. Research Question 1. What is the decision process for Iranian women's consumer products purchase? Research Question 2. What are the characteristics and meaning of each stage of Iranian women's consumer decision-making process? Data collection in this study was limited to participants in their twenties; however, this research will be helpful for future Hallyu and Iranian consumer analysis. A follow-up study should examine the purchasing decisions of women in additional age groups in order to generalize the results.