• 한국식생활문화학회지
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• 제28권6호
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• pp.631-639
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• 2013

The purpose of this study was to analyze the post-purchase behavior of customers who experienced cognitive dissonance after exposure to a franchise foodservice advertisement. The study adopted cognitive dissonance theory to explain the dissonance resulting from the combination of advertisements and actual product that consumers received. In detail, the research hypothesized that cognitive dissonance will affect consumers' post-purchase behavior as well as their efforts to reduce dissonance. Exactly 274 questionnaires were used in the analysis. The results showed that more than 80% of respondents were influenced by advertisements when purchasing menus, and 50% were unsatisfied when the provided menu "was not the same as the advertisement shown". It was found that advertisement type did not significantly affect either group that experienced dissonance. In terms of satisfaction, however, the former group showed greater dissatisfaction when dissonance occurred (p<.001). Finally, there was a significant difference between the two groups regarding post-purchase behavior (p<.05). Customers with dissonance were likely to 'express dissatisfaction directly to the store', 'leave negative reviews', and 'participate in negative word-of-mouth'. Thus, the results revealed that cognitive dissonance could significantly influence customer satisfaction and consequently lead to negative post-purchasing behaviors.

• International Journal of Advanced Culture Technology
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• 제10권3호
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• pp.313-324
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• 2022

This study aims to quantitatively understand the influence of changes in functional cosmetics purchasing sentiment on purchasing behavior and purchase satisfaction after the COVID-19 pandemic and present empirical analysis results regarding the rapidly changing cosmetics consumption market. This study empirically analyzed the structural relationship between non-face-to-face service purchase behavior, functional cosmetics purchase behavior, and functional cosmetics purchase satisfaction to predict purchase behavior of functional cosmetics by psychological characteristics after COVID-19. The collected data were analyzed using SPSS 22.0 (Statistical Package for Social Science) program and Amos 21.0, and correlation analysis was performed to understand the relationship between consumers' purchasing behaviors of functional cosmetics according to their perception of risk of COVID-19 carried out.Summarizing the results of this study, it was found that the higher the anxiety after the corona outbreak, the higher the non-face-to-face service purchase behavior and the functional cosmetics purchase behavior. It was found that purchase satisfaction increased when purchasing behavior of functional cosmetics increased, but purchase satisfaction decreased as anxiety increased after the outbreak of Corona.In this study, a sample of 1452 people were used as research data, and the theoretical implications for the development of functional cosmetics were presented by confirming the effect of changes in non-face-to-face service purchase behavior according to psychological characteristics after Corona 19 on consumer satisfaction.

• Asian Journal of Business Environment
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• 제13권1호
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• pp.9-19
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• 2023

Purpose: The purpose of this research paper is to explore what factors that affect customer purchase decisions in the online environment, particularly after the COVID-19 pandemic in the case of Vietnamese customers. Research Design, Data and Methodology: To clarify which factor has the most significant impacts on online purchasing decision-making process, this study proposed a research model including factors such as customer trust, proposensity to trust, system assurance, the quality of website design, attitude, and customer satisfaction. This study collected the data via online survey. Data analysis was conducted by AMOS 25.0 using the Structural Equation Modeling (SEM) method. Result: The results of this study shows that the purchase decisions were positively affected by customers' attitude, satisfaction, trust, and the quality of websites design. Additionally, factors such as perceived size and reputation and system assurance, have impacts on buyers' trust, while the propensity to trust has no significant impact. Conclusion: This study provides managerial implications. The results provide which factors should be improved to foster trust, attitude, customer satisfaction, and purchase decision in the online environment. The results also provide managerial implication on marketing strategies how to enhance better relationships with customers and to consider environmental issues in the era of post COVID-19.

• 한국의류학회지
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• 제27권2호
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• pp.250-260
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• 2003

The purposes of this study were to classify the contents of shopping orientation of cosmetics, to group women into shopper types of cosmetics, to investigate the differences in cosmetics purchase behavior according to shopper types, and to examine how the cosmetics satisfaction was influenced by cosmetics shopping orientation and demographic variables. Subjects were 479 women in their 20's to 50's in Seoul, Korea. The factors of the shopping orientation of cosmetics derived by factor analysis:'impulsive shopping','conspicuous shopping','rational shopping', and 'independent shopping. Four shopper types were classified by cluster analysis of the 4 factors. The shopper types were the same as the 4 factors. total satisfaction of cosmetics was influenced by independent shopping orientation, age, brand, impulsive shopping orientation, conspicuous shopping orientation, and rational shopping orientation(R2=.217). Satisfaction of basic cosmetics was influenced by conspicuous shopping orientation. independent shopping orientation. age. rational shopping orientation, impulsive shopping orientation, and social class(R2=.407). Satisfaction of coloring cosmetics was influenced by brand, independent shopping orientation, age, and impulsive shopping orientation(R²=.167).

• 복식문화연구
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• 제10권1호
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• pp.49-59
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• 2002

The type of product and consumer characteristis have known to play an important role in the post-purchase behavior. The issue related to the effects of clothing type and sex on the process of consumer satisfaction formation, would be helpful to understand the past-purchase consumer behavior. Therefore, the objective of this study was to clarify differences in the process of satisfaction formation in relation to clothing type and sex. The study was conducted in three steps. Through the two steps, measurement instruments were developed. At the last step, judgement sampling method was utilized to collect the data and subjects were 614 university students. Factor analysis and path analysis were used to analyze the data. The process of consumer satisfaction formation in formal wear and casual wear showed some differences. In the case of format wear, only expressive product performance was found to play an important role in the process of consumer satisfaction formation. However in the case of casual wear, both expressive and instrumental product performances had influence upon clothing satisfaction directly or through consumption emotion. The results revealed a similar tendency in the process of satisfaction formation between male and female groups. However in the male group the consumption emotion had a greater effect on the process of consumer satisfaction formation than in the female group it did.

• 가정과삶의질연구
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• 제10권1호통권19호
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• pp.27-42
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• 1992

This study focused on consumer information search activity and consumer's post-purchase satisfaction. For these purpose, a survey was conducted suing questionaires on 430 homemakers that lived in seoul. Statistics used for data were Frequency Distribution. Percentile, Mean, One-way AAANOVA., Scheffe-test, T-test, Pearson's correlation. Multiple Regression Analysis and Multiple Classification Analysis. The major findings were ; 1) The level of each amount information search was lower than average. And the level of consumer's post-purchase satisfaction was a little higher than average. 2) On amount of "noncommercial-personal" information search, the influencing variables were desire to seek information, education, brand royalty in turn. These three variables explained 7% of dependent variable's variance. 3) On amount of "noncommercial-media" information search, the influencing variables were desire to seek information, amount of internal information, education, occupational status in turn. These variables explained 14% of dependent variable's variance. 4) On amount of "commercial-personal" information search, the influencing variable was desire to seek information, and this variable explained 3.1% of dependent variable'a variance. 5) On amount of "commercial-media" information search, the influencing variables were desire to seek information, education, amount of internal information in turn. These three variables explained 12.1% dependent variable's variance. 6) Resulting from multiple classification analysis, influencing variables on consumer's post-purchase satisfaction were amount of noncommercial-media information search and printed media search, and brand royalty. These three variables explained 9% of dependent variable's variance. Furthermore, througout all the subareas of consumer's satisfaction, the amount of noncommercial-media information search was the most influencing variable.

• 한국산학기술학회논문지
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• 제13권6호
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• pp.2540-2550
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• 2012

본 연구의 목적은 SPA(Speciality retail store of Private label Apparel) 매장에서 VMD(Visual Merchandising) 구성요소가 소비자의 몰입과 구매 후 만족에 미치는 영향을 분석하는 것이다. 독립변수인 VMD 구성요소로는 상품연출과 공간연출을 설정하였고, 이들이 감정적 몰입과 구매 후 만족에 미치는 영향에 대해서 실증분석하였다. 가설검증을 위해서 SPSS(Statistical Package for the Social Sciences)12.0과 LISREL(Linear Structural Relation) 8.7을 활용하여 변수들 간의 경로분석을 실시한 결과, 상품연출과 공간연출은 모두 몰입과 구매 후 만족에 유의적인 영향이 있는 것으로 나타났다. 또한 몰입도 구매 후 만족에 유의적인 영향이 있는 것으로 나타나서, 설정된 가설이 모두 채택되었다. 뿐만 아니라 경로계수에 대한 직접효과와 간접효과 분석을 통해서 몰입의 매개효과도 유의적인 것을 알 수 있었다. 본 연구의 의의는 SPA 매장의 VMD 구성요소 중에서 상품연출과 공간연출은 둘 다 중요한 요인이지만, 그 중에서 공간연출이 몰입과 구매 후 만족에 더 중요한 영향을 미친다는 것을 발견하였다. 또한 VMD 구성요소는 소비자의 감정적인 몰입에 영향을 주고, 이것이 구매 후 제품 만족도에 영향을 주는 이른 바 감정 인지 이론에 근거를 두고 있음을 재검증함으로서, VMD 전략 수립 시에 요구되는 실무적이고 이론적인 지침에 대한 근거를 제공하였다는 점을 들 수 있다.

• 한국의류학회지
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• 제26권3_4호
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• pp.548-559
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• 2002

본 연구에서는 소비자 측면에서 영향을 미치는 중요한 요소인 소비자 특성에 따라 소비후 과정이 달라지는 점에 주목하여 쇼핑가치에 따라 만족을 판단하는 과정에 어떠한 차이를 보이고 있는지를 알아보았다. 본 연구의 자료수집은 대학생을 대상으로 설문지 응답방식을 수집하였으며, 총 614부를 최종 자료분석에 사용하였다. 통계분석을 위하여 군집분석, t-test를 실시하였으며, 제시된 인과모형을 검증하기 위하여 공변량구조모형분석을 이용하였다.

• 한국조리학회지
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• 제15권3호
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• pp.248-261
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• 2009

본 연구는 대형 할인점의 선택 속성이 소비자 구매 후 행동에 미치는 영향을 살펴봄으로써 대형 할인점들의 고객 만족 전략 수립에 필요한 기초 자료를 제공하고자 하였다. 본 연구결과 다음과 같은 사실이 밝혀졌다. 첫째, 상품 관련 요인은 구매 후 행동에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 서비스 관련 요인은 구매 후 행동에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 매장 관련 요인은 구매 후 행동에 긍정적인 영향을 미치는 것으로 나타났다. 이상과 같은 결과를 볼 때, 대형 할인점은 다양하고 개별화된 서비스를 제공함으로써 소비자로부터 신뢰를 얻고, 이용자가 주변에게 소개하는 효과를 얻을 수 있도록 해야 할 것이다.

• 한국의류학회지
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• 제30권7호
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• pp.1116-1125
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• 2006

This study investigated consumer satisfaction and dissatisfaction experiences in post-purchase product return process. As an exploratory research the study collected qualitative data of subjective consumer experiences using an open-ended questionnaire and identified and classified themes and patterns of satisfaction and dissatisfaction experiences. A total of 113 cases were categorized into satisfied experiences, unsatisfied experiences, and neutral experiences. Further, satisfied experiences were sub-categorized into kind sales associates, quick and easy return process, and services higher than expected based on sources of satisfaction in the return process while unsatisfied experiences were sub-classified into rejection of return, attitude of sales associates, and hassle of return process. In-store adaptive behaviors and intentions on future behaviors were also observed. The results indicated that service quality in the post-purchase service encounter and consumer expectation were important in determining satisfaction and dissatisfaction in the return process. Insights for research questions were proposed.