구매의사결정 단계와 재구매 의도 관계에서 고객 만족의 매개효과 분석 - 아웃도어 웨어를 대상으로 -
Mediation of Consumer Satisfaction in the Relationship between Outdoor Wear Purchase Decision-Making Process and Repurchase Intention
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The purposes of this study were to identify the purchase decision-making process of outdoor wear consumers and to examine the hypothesis that consumer satisfaction mediates the relationship between the 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, 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 the 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 study will academically help to understand the purchase decision-making processes of outdoor wear and, in the industrial aspect, will allow companies to get the information about which process to invest in and how to manage the process.
Abstract
The purposes of this study were to identify the purchase decision-making process of outdoor wear consumers and to examine the hypothesis that consumer satisfaction mediates the relationship between the 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, 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 the 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 study will academically help to understand the purchase decision-making processes of outdoor wear and, in the industrial aspect, will allow companies to get the information about which process to invest in and how to manage the process.
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