의복구매시 소비자의 의사결정과정에서 디스플레이의 역할

A Study of the Impact of Display on Decision Making Process of Consumers in Apparel Buying Situation

The purpose of this study was to evaluate the display as an information source use, and to find out the reaction of adult women to dis-play and perceived risk and influence of it in apparel buying. 511 college students, housewives and work-ing women living in Masan, Jinju and Sam-chunpo were selected as samples for this re-search. The result of this research can be sum-marized as follows : 1. Display was in the second place as infor-mation sources use exercising influence on ap-parel buying. The most important imformation sources use was the apparels of other persons. The other's apparels provide valuable aid as an imformation sources use for housewives, and display are important for college students and working women. 2. The ways of response were different ac-cording to the sample. Working women said that looking at the display gives pleasure to them, and they were attracted to sight of dis-play and housewives usually walk into the dis-play room. The point of interest in display were also different according to the samples. 3. All respondent said they perceived some kinds of risks in display. Howsewives reco-gnized social and psycological risk and working women recognized the economic risk and fashionability loss. 4. In apparel buying, college students showed impulsive purchase, but housewives and working women made comparision with other shopping place before they buy it.