한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)

  • 제33권10호
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  • Pages.1601-1610
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  • 2009
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  • 1225-1151(pISSN)
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  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
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욕구인식과 인지적 노력에 근거한 의류상품 비계획구매 의사결정과정

The Decision Making Process of Unplanned Purchases of Clothing Based on Need Recognition and Cognitive Efforts

  • 발행 : 2009.10.31
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초록

Unplanned purchase is an unexpected buying behavior affected by product or marketing stimuli. Unplanned purchase does not follow the order of the rational decision making process. Through an in-depth interview, this study classified the types of unplanned purchase of clothing and examined the decision-making processes. The results (according to the need recognition level of consumers prior to stimuli) show three types of unplanned purchase of clothing products that are classified as: the need-manifesting type, the need-embodying type, and the need-reminding type. In addition, each type is reclassified into the high-cognition type and the low-cognition type according to the cognitive effort level of consumers during the purchase decision-making process. The need-manifesting type recognized a buying need after exposure to stimuli and then engaged in unplanned purchases. The need-embodying type recognized a problem, but the purchase intention was not concrete. The need-reminding type recognized a desire to buy clothing products, but temporarily forgot it, and then later remembered the problem recognition from the past after experiencing the stimuli.

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참고문헌

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피인용 문헌

  1. Purchasing Behavior of the Latest Trendy Color Bags - Focusing on Purchase Motives, Purchase Types, Satisfaction and Repurchase Intention - vol.16, pp.5, 2014, https://doi.org/10.5805/SFTI.2014.16.5.719
  2. A Qualitative Study on Middle-Aged Homemakers’ Daily Clothing Purchase Behavior: Clothing Consumption Values and Clothing Purchase Types vol.52, pp.3, 2014, https://doi.org/10.6115/fer.2014.021