Journal of Families and Better Life (가정과삶의질연구)
- Volume 10 Issue 1 Serial No. 19
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- Pages.27-42
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- 1992
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- 2765-1932(pISSN)
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- 2765-2432(eISSN)
A Study on Amount of Information Search and Consumer's Post-purchase Satisfaction according to Consumer Information Sources
소비자 정보원에 따른 정보탐색량과 구매후 만족에 관한 연구 -서울특별시 주부 소비자의 냉장고 구매를 중심으로-
- Lee, Il-Kyoung (Dept. of Consumer & Child Studies Seoul National University) ;
- Rhee, Kee-Choon (Dept. of Consumer & Child Studies Seoul National University)
- Published : 1992.06.01
Abstract
This study focused on consumer information search activity and consumer's post-purchase satisfaction. For these purpose, a survey was conducted suing questionaires on 430 homemakers that lived in seoul. Statistics used for data were Frequency Distribution. Percentile, Mean, One-way AAANOVA., Scheffe-test, T-test, Pearson's correlation. Multiple Regression Analysis and Multiple Classification Analysis. The major findings were ; 1) The level of each amount information search was lower than average. And the level of consumer's post-purchase satisfaction was a little higher than average. 2) On amount of "noncommercial-personal" information search, the influencing variables were desire to seek information, education, brand royalty in turn. These three variables explained 7% of dependent variable's variance. 3) On amount of "noncommercial-media" information search, the influencing variables were desire to seek information, amount of internal information, education, occupational status in turn. These variables explained 14% of dependent variable's variance. 4) On amount of "commercial-personal" information search, the influencing variable was desire to seek information, and this variable explained 3.1% of dependent variable'a variance. 5) On amount of "commercial-media" information search, the influencing variables were desire to seek information, education, amount of internal information in turn. These three variables explained 12.1% dependent variable's variance. 6) Resulting from multiple classification analysis, influencing variables on consumer's post-purchase satisfaction were amount of noncommercial-media information search and printed media search, and brand royalty. These three variables explained 9% of dependent variable's variance. Furthermore, througout all the subareas of consumer's satisfaction, the amount of noncommercial-media information search was the most influencing variable.
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