Perception related to the commercial.personal information sources and the consumer information needs through them -Focusing on the salesperson of a department store-

상업적.인적 정보원에 관한 소비자인식과 소비자정보요구 -백화점 판매원을 중심으로-

The main purpose of this study is to assess the housewives' perception to the salespersons' delivery of information at a department store and to assess how much they wan to get information through them. In this regard 410 consumers of housewives living in Seoul are randomly selected from April 7 to 28 in 1992. The major results are as follows: Firstly consumers generally seem to think much of salespersons' ability and to need salespersons' close explanation and advice. In this regard salespersons are respected as the consumer information sources whereas the degrees of reliability and satisfaction are relatively low. And, thus, salespersons does not influence much on consumers' decision to purchase. Secondly, consumers require information from salespersons. Therefore salespersons should provide informations to consumers so that salespersons will be available informants to consumers. Thirdly recognition on the presense salespersons is the major variable which influenced on consumers' requirement for information. The more positive recognition raises consumers' requirement for information and hence needs more available salespersons as informants to consumers. Consequently salespersons are expected to be professionals to meet the consumers' demand.