International Journal of Human Ecology

The Korean Home Economics Association (대한가정학회)
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Consumer Dissatisfaction Regarding Imported Famous Brand Goods - focused on age 20 - 30 female consumers -

  • Ryu, Mi-Hyun (Dept. of Human Environmental Sciences, KonKuk University) ;
  • Lee, Seung-Sin (Dept. of Consumer Science and Housing, KonKuk University)
  • Published : 2003.12.01
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Abstract

This study provides references to reduce consumer dissatisfaction by identifying the level of consumer dissatisfaction after the purchase and use of imported famous brand goods. In addition, it was aimed to provide basic materials for consumer education programs that will induce the rational consumption of imported famous brand goods. The survey was conducted on females in their 20s and 30s. A total of 483 questionnaires were used for the analysis. The results were as follows：(1) Consumer dissatisfaction with the purchase and use of imported famous brand goods showed a slightly higher level than the median and, (2) consumers had a lower level of consumer dissatisfaction when they had a higher ability to use internet information, greater financial stress, a higher educational level, and a greater availability of consumer education through newspapers and magazines. Additionally, consumers had a higher level of consumer dissatisfaction when they had greater holdings of imported famous brand goods, greater monthly income, and more experiences with overseas travel.

Keywords

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