• 제목/요약/키워드: consumer decision-making styles

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의복구매시 소비자 의사결정 스타일과 개인의 학습스타일에 관한 이론적 연구 (A Study on the Consumer Decision-Making Styles in Purchasing Apparel as a Function of Individual Learning Styles)

  • 원명심
    • 한국의류학회지
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    • 제16권1호
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    • pp.137-146
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    • 1992
  • As a preliminary work for the interrelations between individuals' learning style and their consumer decision-making styles in purchasing apparel, its theoretical backgrounds were reviewed. Several major approaches to measuring and characterizing learning styles were theories of Hunt, Schroder, Kolb, and sproles. - Relevant literature suggests several consumer decision-making styles including Morchis' and Sproles'. Researches on the practical' implication of theoretical learning styles model in the area of consumer decision-making styles were also explored.

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소비자사회화 관점에서 본 대학생소비자의 의사결점 스타일 (College Students' Decision-Making Styles : An Analysis from the Perspective of Consumer Socialization)

  • 김영신;박지영
    • 가정과삶의질연구
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    • 제23권3호
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    • pp.77-91
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    • 2005
  • This study conceptualized the factors affecting college students' consumer decision-making styles from the perspective of consumer socialization. A number of antecedent variables identified by preceding studies (age, gender, place where one grew up, job experience, main reason for working, amount of allowance, family income, socio-economic status) and socialization agents such as family, peers, mass media were included in the analysis. This study extends previous studies by examining a theoretical link between the antecedent variables and socialization agents. Three hundred and forty one undergraduate students in Daejeon were participated in this study. Stepwise multiple regression md path analysis were conducted. The results of this study are as follows: 1. Six consumer decision-making styles were identified. 2. The influence of the socialization agents, especially mass media and several antecedent variables, especially gender and main reason for working, played important roles in consumer decision-making styles. 3. Several antecedent variables, especially gender and family income, were related only with the influence of socialization agents. 4. Six path-analysis models that illustrate the relationships among the antecedent variables, the socialization agents and consumer decision-making styles were proposed.

여대생들의 의류구매 의사결정 스타일 특성에 관한 연구 (Profiling Female College Students' Apparel Buying Decision-Making Styles)

  • 정혜영
    • 복식문화연구
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    • 제12권3호
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    • pp.468-484
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    • 2004
  • The purposes of this study were (1) to segment female college students' apparel shoppers into unique apparel buying decision-making style groups; and (2) to profile for each segment in terms of personal characteristics (material values, change seeking tendency and prestige sensitivity) and fashion information sources. Data were collected through questionnaires from convenient sample of 290 female college students. As a result of cluster analysis and univariate analysis of variance, distinctive consumer decision-making style groups of consumers were identified; Value-maximizing Recreational Shoppers, Brand-Maximizing Emotional Shoppers, and Apathetic Shoppers. These three groups were compared as to the effect of personal characteristics variables and fashion information sources through univariate analysis of variance and chi-square statistics. The result showed that personal characteristics (material values, change seeking tendency and prestige sensitivity) and fashion-information sources do influence the consumer decision-making styles and that these three groups were unique in their decision-making characteristics showing that consumer decision-making styles can be a good segmentation base for apparel market.

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패션제품 구매과정에서 소비자 망설임에 영향을 주는 요인에 관한 연구 (Factors affecting consumer hesitation in purchase decision process for fashion products)

  • 김소희;박인애;박지선
    • 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.

A Qualitative Assessment of Korean and American Consumers Decision Making Styles

  • Jackson, Vanessa Prier;Kwon, Hyun-Ju
    • International Journal of Human Ecology
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    • 제7권1호
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    • pp.53-65
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    • 2006
  • The purpose of this study was to examine the differences in the decision making styles of Korean and American consumers. Focus group interviews were used as the median to collect information related to their methods of approach to a market to buy a universal need such as clothing for personal use. Findings suggest that within each construct, there may be different factors that should be used to measure the decision making styles of Korean and American consumers. It also implies that the previously established Consumer Decision making styles instrument may not be a reliable measure cross-culturally. Recommendations for future research are suggested.

아버지와 어머니의 양육태도와 대학생의 진로결정수준의 관계에서 자아분화의 매개효과 (The Relationship Between Maternal and Paternal Parenting Styles and Young Adults' Career Decision-Making: The Mediational Roles of Differentiation of Self)

  • 권소희;이재림
    • 가정과삶의질연구
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    • 제32권5호
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    • pp.41-61
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    • 2014
  • The purpose of this study was to investigate whether differentiation of self mediates the relationship between parenting styles (i.e., care and overprotection) and the level of career decision-making among young adults. We separately measured the mother's and the father's parenting styles and five dimensions of differentiation of self that S. Je (1989) suggested. The data came from 387 young adults who were juniors and seniors at universities in Seoul and its surrounding cities. Using Baron and Kenny's (1986) steps based on regression, we found that the relationships between both caring and overprotective parenting styles and young adults' level of career decision-making were mediated by four dimensions of differentiation of self (i.e., intellectual functioning vs. emotional functioning, family projection process, emotional cutoff, and family regression) except for integration of self. The results were consistent for both the mother and the father. Bootstrapping tests showed that all of the mediation effects were statistically significant. This study contributes to the literature by showing that young adults' level of career decision-making is not simply determined by inputs such as parenting styles but is also mediated by differentiation of self. The results of this study are meaningful in that both the mother's and the father's parenting styles could make a difference in young adults' level of career decision-making through differentiation of self.

여자 중.고등학생의 의복구매 의사결정 유형과 관련변인연구 (A Study on the Decision-Making Styles and the Related Variables in the Apparel Purchase of Female Adolescents)

  • 목영숙
    • 대한가정학회지
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    • 제35권1호
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    • pp.357-372
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    • 1997
  • The purpose of this study was to 1) segment female adolescent consumers into consumer groups displaying different consumer decision-making styles 2) to determine the consumer characteristics(clothing involvement information search store patronage and demographic variables) that related to each consumer segment and 3) to identify the interrelationship between the consumer characteristics. Decision-making styles were measured by 32 seven-point Likert type scales adapted from Sproles & Kendall and Shim & Kot A total of 78 statements dealing with three aspects of consumer characteristics was adapted from previous research. Data were collected from 567 2nd grade female middle and high school students in Seoul via self-administered questionnaires. and were analysed by frequency factor analysis ANOVA cluster analysis χ2 -test and Duncan's multiple range test. The results of this study were as follows: As a results of cluster analysis and ANOVA on seven factors of desion-making styles(1. brand-consiousness 2. novelty/fashion-consciousness 3. recreational/hedonis-tic orientation, 4. impulsive/carelessness, 5. price-consciousness/value-for-money, 6. perfectionism/high quality orientation 7. habitual/brand-royal consciousness) three consumer groups were identified and labeled as puality-oriented/non-utlitarian shoppers price-oriented shoppers and apathetic shoppers. Quality-oriented/non-utilitarian shoppers showed the highest clothing involvement scores of all aspects the highest consumer knowledge/experience most active ongoing information search and prepurchase information search. They preferred department store and franchise store for apparel shopping and considered service/reliability atmosphere variety of goods as important store attributes, Price-oriented shoppers showed prepurchase information search and planned purchase behavior actively. They preferred factory outlet store specialty stre and considered price very important as store attributes. Apathetic shoppers showed the lowest scores of all aspects of clothing involvement and most passive behavior in information search activities except showing the highest planned purchase. They preferred regional markets.

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에니어그램 중심가치와 자기해석 수준에 따른 의류 소비자의 구매 의사결정 스타일 (Fashion Consumers' Purchase Decision-Making Styles Related to the Enneagram Core Values and Self-Construal Levels)

  • 김수연;안서영;고애란
    • Human Ecology Research
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    • 제54권2호
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    • pp.207-225
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    • 2016
  • This study investigated a conceptual framework of fashion consumers' purchase decision-making styles related to behavioral typology of personality. In response to critiques on fragmented and varied use of personality measurements, this study selectively tested and verified an alternative typological model of Enneagram value systems and self-construal levels that could explain the fashion consumers' typological propensities in purchase decision-making. One hundred-item measurement scale for the fashion consumers' purchase decision-making styles was developed based on the extensive literature. Three groups of fashion major students, a total of 107 participants, who respectively participated in 2-hour-long Enneagrams seminars from spring 2013 to fall 2014, were asked to re-sentence the question items to clearly reflect their Enneagram personality to make purchase decisions. Participants described their propensities in their own words about the most comfortable state during the 5-step processes of the purchase decision making process. The revised scale was distributed to 423 participants in January 2016, and the results verified the group differences in various styles in the process of purchase decision-making corresponding to the typological variables discussed in Enneagram. The correlation between Enneagram core values embodied by fashion consumers during the stages of purchase decision-making in extensive levels of self-construal were verified in the context of their fashion decision making. This study found the possibility of the typological approach toward Enneagram types of personality to be applicable to explain and predict peculiar facets of fashion consumers' purchase decision-making styles.

Generation Y in the Global Market: A Comparison of South Korean and American Female Decision Making Styles

  • Jackson, Vanessa P.;Lee, Min-Young
    • 한국의류학회지
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    • 제34권6호
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    • pp.902-912
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    • 2010
  • This study compares and contrasts the consumer decision-making styles (CDMS) of South Korean and American Generation Y females. A total of 117 American female and 206 Korean female consumers completed self-report survey questionnaires to assess their consumer decision making styles. Exploratory principal components factor analysis using varimax rotation was used to categorize the items into an underlying set of American and Korean decision-making characteristics. Two-tailed independent t-tests were conducted to examine the differences between the two groups when items appeared to have common factors. Factor analysis identified five common factors between the two samples (i.e., enjoyment, shopping aversion, price consciousness, brand consciousness, and quality consciousness). The t-test results report significant differences in the items reported in each factor between American and Korean females. Some of the factors are more indicative of American female Generation Y consumers than Korean female Generation Y consumers. For example, the American female sample seemed to enjoy shopping and prefer brand names more than the female Korean sample. Koreans females seem to have a higher aversion to shopping than Americans; in addition, Koreans females seem to be more accepting of discount and outlet stores, will wait until the price is low before buying a product, and prefer sales when shopping. Based on the findings, the instrument identified varying CDMS between the two samples used. Previous studies using the Sproles and Kendall (1986) instrument experienced the same issue (Bakewell & Mitchell, 2004, 2006; Bauer et al., 2006; Durvasula et al., 1996; Fan & Xiao, 1998; Hanzaee & Aghasibeig, 2008; Mitchell & Walsh, 2004; Siu et al., 2001; Walsh et al., 2001). The results support the idea that no single instrument can be used to examine CDMS in different cultures. This suggests that each country has a CDMS with internal characteristics. Limitations and research for future studies are also discusse.

Why Genuine Luxury Brands Are Consumed? Counterfeits? Examining Consumer Identification

  • Suh, Hyunsuk
    • Asia Marketing Journal
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    • 제14권3호
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    • pp.69-102
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    • 2012
  • Owing to increased number of luxury brand users, both genuine and counterfeit luxury product consumption continues to increase every year. Luxury brand is defined as use or display of a particular branded products which brings the ownership prestige apart from its functional utility(Grossmand and Shapiro 1988). Some luxury brands have imitations sold in marketplace due to their popularity. These imitations or counterfeits have been jumping on the bandwagon of the upturn in sales of their originals. The purpose of our study is to understand consumer's underlying motives to consume luxury brands, genuine and or counterfeits. To do this, we propose functional theories of attitudes, decision-making styles, and life attitudes to form the determining causes for different consumption choices of luxury brands: genuine brands, counterfeit brands, both genuine and counterfeit brands, and no consumption on luxury brands types. In proposed causal pathways, we examine moderated effects of socio-psychological factors to further investigate if consumer profiles would exert influences in causal relationships. From the existing theories of functional attitudes: value-expressive and social-adjustive attitudes, we developed and introduced a new measure of rationality-consumptive attitude. From the existing eight decision-making characteristics of consumer styles inventory(CSI), three measures of high-quality, hedonic-shopping, and price-shopping styles were primarily applied in the study along with newly introduced measure of 'high-price' being added, which makes four total. Seven life attitude measures of life purpose, life control, will to meaning, goal seeking, future mean to fulfill, life satisfaction, and religiosity were applied. Finally, such socio-psychological measures as age, gender, marital status, income, and age-gap between couples were assumed to function as moderators. With 430 valid study samples, ages from 20s to 50s, with more females(316) than males(114), with average personal possessions of 5 genuine and 9 counterfeit luxury brands, we conducted questionnaire survey. Results indicated that social-adjustive function is totally disappeared in the relationship due to current social trend of widespread consumptions on both genuine and counterfeit brands which in turn, make consumers feel less special on wearing or carrying them unlike in the past. Self-expressive function and rationality-consumptive functions act as strong catalysts for genuine brand consumption and counterfeit brand consumption, respectively. On consumers' decision-making styles, high-price sublation is the most powerful indicator anticipating counterfeit consumption, even more powerful than personal incomes. In life attitude, the overall model fit was not validated, and only life control and life satisfaction are proven to be significant on both genuine and counterfeit product consumptions. Employment of socio-psychological factors in the model improved understanding of users further. Young consumers tend to go for genuine products over counterfeits. Consumers in different income groups; low, medium and high, all significantly consume genuine products for reasons of different decision-making styles. The results indicated that consumers whose personal disposition is predisposed to consume products in the form of reflection of his or her personality, go only for genuine brands for quality reason, while consumers who rationally consume products for its function or usability, go only for counterfeits for high-price sublation reason. Meanwhile, both product users support for high-price orientation who are not well off.

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