한국안광학회지 (Journal of Korean Ophthalmic Optics Society)

한국안광학회 (The Korean Ophthalmic Optics Society)
권호 표지

인구 사회학적 특성에 따른 안경구매자의 구매결정요소 비교

Comparison of Purchasing Decision Factors for Eyeglasses Buyer according to Demographic Characteristics

  • 김인규 (동신대학교 대학원 안경광학과) ;
  • 이주희 (동신대학교 상담심리학과) ;
  • 박순희 (동신대학교 원격평생교육원) ;
  • 유근창 (동신대학교 대학원 안경광학과) ;
  • 이석주 (청암대학교 안경광학과)
  • Kim, In-Kyu (Dept. of Optometry & Optic Science, Graduate School of Dongshin University) ;
  • Lee, Ju-Hee (Dept. of Counseling Psychology, Dongshin University) ;
  • Park, Sun-Hee (Distance Lifelong Education, Dongshin University) ;
  • Ryu, Geun-Chang (Dept. of Optometry & Optic Science, Graduate School of Dongshin University) ;
  • Lee, Seok-Ju (Dept. of Ophthalmic Optics, Cheongam College)
  • 투고 : 2012.02.06
  • 심사 : 2012.06.16
  • 발행 : 2012.06.30
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초록

목적: 안경 소비자의 안경에 대한 구매 결정 요인, 브랜드 자산, 구매만족 및 구전의도의 요소들을 비교 분석하고자 하였다. 방법: 2011년 10월부터 12월까지 2개월 동안 안경원을 통해 배포된 총 437부의 설문지를 분석하였다. 조사는 편의표본추출법을 이용하였고, 자기기입법(self-adminstration method)으로 응답하도록 하였다. 결과: 안경구매 소비자의 성별, 연령, 학력, 소득은 구매결정에 차이를 나타내는 변수로 작용하며, 인구사회학적 특성에 따라 브랜드자산 인식에 차이, 구매만족 및 구전의도에도 차이가 있음을 알 수 있었다. 결론: 안경구매 소비자의 성별, 연령, 학력, 소득 등의 인구사회학적 특성은 구매결정에 차이를 나타내는 변수로 작용한다. 구매 만족은 연령에 의한 분류가 통계적 의미가 있으며 구전 의도는 소득수준에 따른 분류가 통계적으로 의의가 있다.

Purpose: We study the eyeglasses consumer's purchasing decision, brand equity, purchase satisfaction and word of mouth. Methods: For two month, from October to December, 437 questionnaires distributed through eyeglasses shops. Sampling was performed using a convenience sampling, participants in the survey-based selflegislation (self-adminstration method) were to answer. Results: It was found that demographic characteristics - gender, age, education, income - acts as parameters representing difference of purchase decision, brand equity and word of mouth. Conclusions: Consumer's demographic characteristics such as gender, age, education, income serve as parameters that represents the differences. Purchase satisfaction by age is statistically significant. Word of mouth is also classified according to their income level is statistically significant.

키워드

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