Solo 소비자의 쇼핑성향에 관한 연구
A Study on Solo Consumers' Shopping Orientation
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Abstract
Changing demographics and social values suggest that marketers will see an increase in the number of solocustomers. Solo consumer often have different reasons for their solo consumer shopping experience. Proper offer of theshopping environment or services and proper training of the service provider to recognize these different motivation willresult in a higher level of satisfaction for all solo consumer. The purposes of this study are to identify the demographicprocess. To test research problems, Data were collected by means of a survey questionaire, which was sent to 250 singlein Pusan and Ulsan. In total, 224 were returned and 25 were unusable because of unacceptable levels of missing data. TheResults were summarized as follows: First, solo consumer had higher incomes, and higher education experience. Second,solo consumer and non-solo consumer (companion consumer) group had significantly different shopping orientation aboutostentationbrand, convenience, and hedonic.
참고문헌 (23)
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