패션제품 구매과정에서 소비자 망설임에 영향을 주는 요인에 관한 연구
Factors affecting consumer hesitation in purchase decision process for fashion products
0
조회
0
다운로드
8
인용
0
참고문헌
키워드
초록
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.
Abstract
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.
참고문헌 (33)
- Paul R. Amato, "An exploratory study of people's reasons for delaying or avoiding helpseeking", Australian Psychologist, 20(1), pp.21~31 (1985), Wiley-Blackwell[DOI]
- Christopher J. Anderson, "The psychology of doing nothing: Forms of decision avoidance result from reason and emotion.", Psychological Bulletin, 129(1), pp.139~167 (2003), American Psychological Association (APA)[DOI]
- Roy F. Baumeister, "The need to belong: Desire for interpersonal attachments as a fundamental human motivation.", Psychological Bulletin, 117(3), pp.497~529 (1995), American Psychological Association (APA)[DOI]
- Sharon E. Beatty, "External Search Effort: An Investigation Across Several Product Categories", Journal of Consumer Research, 14(1), pp.83~ (1987), Oxford University Press (OUP)[DOI]
- Blackwell, R. D., "Consumer behavior" (2005), South-Western College Pub
- Shelly Chaiken, "Heuristic versus systematic information processing and the use of source versus message cues in persuasion.", Journal of Personality and Social Psychology, 39(5), pp.752~766 (1980), American Psychological Association (APA)[DOI]
- Chang-Hoan Cho, "Online Shopping Hesitation", CyberPsychology & Behavior, 9(3), pp.261~274 (2006), Mary Ann Liebert Inc[DOI]
- 최민아, "커뮤니케이션 능력은 우리를 강하고 행복하게 만든다 : 회복탄력성과 자기결정성을 통해본 커뮤니케이션 능력의 역할", 한국언론학보, 53(5), pp.199~220 (2009), 한국언론학회
- 최수형, "온라인 브랜드 커뮤니티 특성과 자기결정성이 브랜드 자산에 미치는 영향에 관한 연구", 한국심리학회지: 소비자·광고, 13(1), pp.41~62 (2012), 한국소비자·광고심리학회[DOI]
- Edward L. Deci, "The general causality orientations scale: Self-determination in personality", Journal of Research in Personality, 19(2), pp.109~134 (1985), Elsevier BV[DOI]
- Dhar, R., "The effect of decision strategy on deciding to defer choice", Journal of Behavioral Decision Making, 9(4), pp.265~281 (1996)
- Eric A. Greenleaf, "Reasons for Substantial Delay in Consumer Decision Making", Journal of Consumer Research, 22(2), pp.186~ (1995), Oxford University Press (OUP)[DOI]
- 하환호, "상품구색에 따른 선택어려움과 예상된 후회감이 구매연기의도에 미치는 영향", 상품학연구, 29(6), pp.1~10 (2011), 한국상품학회
- Jacob Jacoby, "Brand Choice Behavior as a Function of Information Load: Replication and Extension", Journal of Consumer Research, 1(1), pp.33~ (1974), Oxford University Press (OUP)[DOI]
- 김혜진, "소셜커머스 이용자들의 의복쇼핑성향과 지각된 위험이 패션제품 구매의도에 미치는 영향", 복식문화연구, 23(3), pp.384~399 (2015), 복식문화학회[DOI]
- Kim, R. D., (2014), Miraebook
- Kim, R. D., (2015), Miraebook
- Kim, S. O., "The effect that decision-making type and advertisement acception attitude influences to purchasing action for cosmetic treatment goods", master, pp.2014
- 김세희, "의복 쇼핑 성향의 개념 규명을 위한 문헌적 연구", 한국의류학회지, 28(3,4), pp.472~482 (2004), 한국의류학회
- 고대균, "소비자의사결정에서의 구매고민", 소비자정책교육연구, 11(1), pp.01~24 (2015), 한국소비자정책교육학회[DOI]
- 이명희, "자기결정성이론에 근거한 한국형 기본 심리 욕구 척도 개발 및 타당화", 한국심리학회지: 사회및성격, 22(4), pp.157~174 (2008), 한국사회및성격심리학회[DOI]
- 이미숙, "여성 소비자의 의복 쇼핑 성향에 따른 의복 구매 행동 - 연령집단별 비교분석을 중심으로 -", 복식문화연구, 18(6), pp.1138~1152 (2010), 복식문화학회
- Mary Frances Luce, "Choosing to Avoid: Coping with Negatively Emotion‐Laden Consumer Decisions", Journal of Consumer Research, 24(4), pp.409~433 (1998), Oxford University Press (OUP)[DOI]
- Simon Moore, "An Exploration of Online Shopping Cart Abandonment Syndrome–A Matter of Risk and Reputation", Journal of Website Promotion, 2(1-2), pp.71~88 (2006), Informa UK Limited[DOI]
- "Generation maybe" (2014)[URL]
- Ryan, R. M., "Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being", American Psychologist, 55(1), pp.68~78 (2000)[DOI]
- J. B. Schmidt, "A Proposed Model of External Consumer Information Search", Journal of the Academy of Marketing Science, 24(3), pp.246~256 (1996), Springer Nature[DOI]
- Schwartz, B., "The paradox of choice : Why more is less" (2004), Harper Perennial
- Anuj K. Shah, "Heuristics made easy: An effort-reduction framework.", Psychological Bulletin, 134(2), pp.207~222 (2008), American Psychological Association (APA)[DOI]
- GEORGE B. SPROTLES, "A Methodology for Profiling Consumers' Decision-Making Styles", Journal of Consumer Affairs, 20(2), pp.267~279 (1986), Wiley-Blackwell[DOI]
- Amos Tversky, "CHOICE UNDER CONFLICT: The Dynamics of Deferred Decision", Psychological Science, 3(6), pp.358~361 (1992), SAGE Publications[DOI]
- Yun, M., "A study on the clothing shopping orientations and preferred store image of male consumers: Focused on male consumers aged twenties and thirties in Seoul", master, pp.1999
- Judith Lynne Zaichkowsky, "Measuring the Involvement Construct", Journal of Consumer Research, 12(3), pp.341~ (1985), Oxford University Press (OUP)[DOI]