과시적 소비에서 경험적 소비특성이 양면적 구매행동에 미치는 영향
Impact of Experiential Consumption Characteristics on Dual Purchase Behavior in Conspicuous Consumption
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The purpose of this study is to investigate the effect of experiential consumption characteristics on dual purchase behavior in conspicuous consumption. A questionnaire survey was conducted on 355 customers who have visited coffee shops in Gyeonggi and Seoul within the past three months. The results of this study are as follows: The experiential consumption characteristics in the conspicuous consumption have a significant effect on dual purchase behavior. Specifically, symbolism and usefulness of experiential consumption characteristics were found to affect the positive purchase behavior. Second, intercommunity of experiential consumption characteristics affects negative purchase behavior. The results of this study suggest the relationship between experiential consumption characteristics and dual purchase behavior in conspicuous consumption. And suggests academic implications related to the expansion of research scope on experiential consumption characteristics. In addition, based on the dual purchase behavior, we accurately predicted the causes of customer behavior and provided practical implications.
Abstract
The purpose of this study is to investigate the effect of experiential consumption characteristics on dual purchase behavior in conspicuous consumption. A questionnaire survey was conducted on 355 customers who have visited coffee shops in Gyeonggi and Seoul within the past three months. The results of this study are as follows: The experiential consumption characteristics in the conspicuous consumption have a significant effect on dual purchase behavior. Specifically, symbolism and usefulness of experiential consumption characteristics were found to affect the positive purchase behavior. Second, intercommunity of experiential consumption characteristics affects negative purchase behavior. The results of this study suggest the relationship between experiential consumption characteristics and dual purchase behavior in conspicuous consumption. And suggests academic implications related to the expansion of research scope on experiential consumption characteristics. In addition, based on the dual purchase behavior, we accurately predicted the causes of customer behavior and provided practical implications.
참고문헌 (38)
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