여성 의복 구매의사결정과정에서 발생하는 오류의 원인과 유형
The Causes and Types of Errors that Occur in the Female Decision Making Process of Purchasing Clothes
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구매하기는 했지만 거의 착용하지 않는 의복을 누구나 가지고 있다. 이 연구는 이러한 의복의 구매의사결정과정을 조사하여 구매실패의 원인을 밝히고 이를 유형화하고자 하였다. 또한 의복구매자가 이러한 오류를 인지하고 있는지를 알아보고 오류의 시정가능성을 파악하고자 하였다. 이를 위해 다양한 연령층의 21명의 여성을 심층 인터뷰하여 실패사례 수집하였고 이를 8가지로 유형화하였다. 평소 안 입던 새로운 스타일의 옷을 시도할 때, 이상적 자기를 추구하여 현실적으로 착용할 수 없는 옷을 구매할 때, 입어보지 않고 구매할 때, 급한 필요나 저가격으로 인해 마음에 안드는 옷을 구매할 때, 구매 시 자신에게 어울리는지 살펴보지 못한 경우, 구매 시 정보가 부족한 경우, 구매 시 주의가 부족한 경우, 마지막으로 구매 후 부정적인 경험이 각각 그것이다. 또한 의복구매자는 의사결정 오류를 어느 정도 인지하고 있었고 실패 경험을 통해 축적한 의사결정규칙을 가지고 있었다. 그러나 의복구매자는 이러한 선택규칙을 구매 상황에서 망각하거나 무시함으로써 구매의사결정 오류가 반복되었는데, 기분전환을 위한 충동구매, 다양성 추구, 이상적 자기 추구, 최적 구매에 대한 동기부족은 구매의사결정 오류를 지속시키는 중요한 요인으로 나타났다.
Abstract
This study was conducted on clothes rarely worn to identify and categorize the errors in the decision making process that led to their purchase. In addition, the study sought to understand the buyer’s perception of these errors and possibilities to correct errors. For this, in-depth interviews were conducted with a total of twenty-one women. The interviews were recorded and the transcripts were analyzed. The results are as follows. First, there are 8 failures types when the buyers make a decision to buy clothing. They are as follows: the buyers tried a new style that they do not typically wear; they bought clothes they can not physically wear in order to pursue an idealistic image; they bought the clothes without trying them on; they bought an item they did not like due to reasoning such as low pricing; they had little chance to confirm that the clothes fit well; they did not have enough information when purchasing the clothes; they were not careful when purchasing the clothes; and they had a negative experience after purchasing the clothes. Second, the buyers perceived their errors and tried to correct them through trial and errors. When they wanted a new style, they bought clothes that were not too far different from their previously purchased items and repeatedly bought more clothes of similar styles that fit them well to prevent failure. In addition, they understood that clothes should match their realistic image rather than their idealistic one to be more readily wearable. Buyers also thought they should try on clothes before buying them. They tried to reduce errors by identifying their preferences and confirming that the new clothes were suitable. Third, the buyers nevertheless repeatedly made errors when they forgot or neglected the rules accumulated from their buying experiences. Negative factors included ‘impulse buying to improve mood,’ ‘seeking out diversity,’ ‘seeking an idealistic image,’ and ‘lack of motivations for opportune buying.’
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