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

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

Iterative Cyclic Model of Generation MZ's Consumer Purchase Decision Journey for a Fashion Product

MZ세대 소비자의 패션상품 구매의사결정여정의 반복순환모델

  • 이정우 (가천대학교 패션디자인학과) ;
  • 김미영 (가천대학교 패션디자인학과)
  • Received : 2022.03.15
  • Accepted : 2022.05.31
  • Published : 2022.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study aimed to identify characteristics of Generation MZ's consumer purchase decision journey to develop the new fashion CDJ model. The initial stage was affected by habit, online community, social media, aesthetics, circumstantial need, and proxy. In the search and consideration stage, mobile channels were used actively. In the active search and evaluation stage, online media, experiential data, and personal information were employed. In the purchase stage, zoomers took plenty of time in search and evaluation before spending, contrary to millennials who made their purchases more quickly. In the post-purchase experience stage, zoomers actively displayed follow-up behaviors depending on their satisfaction, such as retaining or deleting the app. While, millennials did not turn away from the store or brand, but followed up on their purchases even when they had an unsatisfactory experience. Based on the characteristics of CDJ, iterative cycle CDJ models were developed. Zoomers CDJ model was presented as a search loop that consists of the search and evaluation process, in which information accumulates, and a purchase loop in which the actual purchase occurs. The iterative cycle CDJ model was presented connected to the loyalty loop as the main section, which is accelerated in millennials' CDJ model.

Keywords

Acknowledgement

This work was supported by the Gachon University research fund of 2019(GCU-2019-0377).

References

  1. Addor, M. L. (2011). Generation Z: What is the future of stakeholder engagement? [PDF document]. Institute for Emerging Issues. Retrieved from https://archive.iei.ncsu.edu/wp-content/uploads/2013/01/GenZStakeholders2.pdf
  2. An, S. Y. (2021, May 31). 미래 비즈니스 바꾸는 新인류 'MZ 세대' [The new 'Generation MZ' that will change the future business]. ChosunBiz. Retrieved from https://biz.chosun.com/industry/2021/05/31/57JHHZF4FBFCLGEKGKJI3IQ2VU
  3. Chae, H., & Lee, J. (2020). A phenomenological study on the experience of consumer socialization in the SNS market of Generation Z: Focused on instamarket. Korean Journal of Human Ecology, 29(2), 199-216. doi:10.5934/kjhe.2020.29.2.199
  4. Choi, A. Y. (2015), A study on the objectives of communication design education for the generation Z. Journal of the Korean Society of Design Culture, 21(3), 675-683.
  5. Choi, M. (2019). An exploratory study of fashion consumer's decision journey in omni-channel environment. Journal of Basic Design & Art, 20(6), 505-518. doi:10.47294/KSBDA.20.6.37
  6. Choo, J.-k. (2020). Research on cognitive research on SNS about new generation-'Generation Y' and 'generation Z' associations using social big data mainly on comparison-. Journal of Korea Design Forum, 25(1), 117-128. doi:10.21326/ksdt.2020.25.1.011
  7. Court, D., Elzinga, D., Mulder, S., & Vetvik, O. J. (2009, June 1). The consumer decision journey. McKinsey & Company. Retrieved from https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/the-consumer-decision-journey
  8. Creswell, J. W. (2010). Qualitative inquiry & research design: Choosing among five approaches (2nd ed.) (H.-S. Cho, S. W. Jung, J. S. Kim, & J. S. Kwon, Trans.). Seoul: HAKJISA. (Original work published 2006)
  9. Duncan, T. (2002). IMC: Using advertising and promotion to build brands. Boston, MA: McGraw-Hill.
  10. Edelman, D. C. (2010). Branding in the digital age: You're spending your money in all the wrong places. Harvard Business Review, 88(12), 62-69.
  11. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.). Fort Worth, TX: Dryden Press.
  12. Flick, U. (2009). An introduction to qualitative research (E.-M. Lim, K.-J. Choi, I.-H. Choi, M.-K. Heo, & K. H. Hong, Trans.). Paju: Hanul Academy. (Original work published 2002)
  13. Fromm, J., & Read, A. (2018). 최강소비권력 Z세대가 온다: Z 세대를 사로잡는 마케팅의 모든 것 [Marketing to Gen Z: The rules for reaching this vast-and very different-generation of influencers] (G. Y. Im, Trans.). Seoul: Hongik Publishing Company. (Original work published 2018)
  14. Hall, S. R. (1924). Retail advertising and selling: Advertising, merchandise display, sales-planning, salesmanship, turnover and profit-figuring in modern retailing, including "Principles of typography as applied to retail advertising". New York, NY: McGraw-Hill Book Company, Inc.
  15. Hyundai Research Institute. (2018, January 5). 2018년 국내 10대트렌드 [Top 10 trends in Korea in 2018] [PDF document]. Weekly Economic Review, 18-01. Retrieved from http://hri.co.kr/board/reportView.asp?numIdx=29996&firstDepth=1&secondDepth=1
  16. Kim, H.-M. (2011). A qualitative study on impulse purchases of fashion products (Unpublished master's thesis). Kookmin University, Seoul.
  17. Kim, H. Y. (2016). Marketing in new media: Exploring consumers' control in touchpoints (Unpublished doctoral dissertation). University of Seoul, Seoul.
  18. Kim, J. M. (2020, February 15). 모바일.중고.전문 몰...'Z세대 소비' 3대 키워드 [Mobile, second-hand, specialty malls ...the three keywords of 'Generation Z consumption']. The JoongAng. Retrieved from https://www.joongang.co.kr/article/23706804
  19. Kim, J. Y. (2020). Retro consumption culture of the millennial generation, the cultural meagnings and their self-identity: Focusing on the characteristics of post-modernism (Unpublished master's thesis). Yonsei University, Seoul.
  20. Kim, S., Ahn, H., Jang, Y., Hong, M., Seo, M., & Kim, S. (2019). A big-data study of YouTube comments to classify customer journey decisions: Proposing a new exploratory analysis method. The Journal of Image and Cultural Contents, 16, 57-89. doi:10.24174/jicc.2019.02.16.57
  21. Kim, S. J. (2008). The redefinition of the role of the learning coach from the viewpoint of the action learning demanders (Unpublished master's thesis). Chonbuk National University, Jeonju.
  22. Kim, Y.-H. (2020). A study on keyword advertising effect according to consumer decision journey model (Unpublished doctoral dissertation). Chung-Ang University, Seoul.
  23. Kwak, D. Y. (2020, July 2). '작지만 큰손' 한국 Z세대 ['Small but big' Korea Generation Z]. The Dong-A Ilbo. Retrieved from https://www.donga.com/news/Society/article/all/20200702/101781742/1
  24. Lee, E.-J. (2011). The effects of internet fashion consumer's impulse buying tendency on positive and negative purchasing behaviors. Journal of the Korean Sociery for Clothing Industry, 13(4), 511-522. https://doi.org/10.5805/KSCI.2011.13.4.511
  25. Lee, H. K. (2019). 빅데이터 기반의 브랜드 소비자 구매 여정 (CDJ)에 대한 탐색적 연구: CDJ 단계 및 채널별 상관관계에 주목하여 [An exploratory study on the big data-based brand consumer purchase journey (CDJ): Focusing on the correlation between CDJ stages and channels] (Unpublished master's thesis). Korea University, Seoul.
  26. Mariampolski, H. (2012). Ethnography for marketers (Y. Lee, K. K. Han, S. Chun, Y. Kim, & J. H. Chae, Trans.). Seoul: ILCHOKAK Publishing Co., Ltd. (Original work published 2005)
  27. Merton, R. K., & Kendall, P. L. (1946). The focused interview. American Journal of Sociology, 51(6), 541-557. doi:10.1086/219886
  28. Myers, K. K., & Sadaghiani, K. (2010). Millennials in the workplace: A communication perspective on millennials' organizational relationships and performance. Journal of Business and Psychology, 25(2), 225-238. doi:10.1007/s10869-010-9172-7
  29. Park, E.-J., Kang, E.-M., & Choi, J.-Y. (2009). Effects of service quality perception on consumer satisfaction and loyalty according to clothing involvement at internet shopping mall. Journal of the Korean Society for Clothing Industry, 11(4), 549-555.
  30. Park, H. S. (2016). A study on the characteristics of new generation with life style - Focus on generation Z -. The Journal of Humanities and Social Science 21, 7(6), 753-767. doi:10.22143/HSS21.7.6.44
  31. Park, J. (2019). A study on fashion YouTube consumption of Generation Z (Unpublished master's thesis). Seoul National University, Seoul.
  32. Park, J.-h., & Lee, Y.-j. (2019). A study on mobile video usage of Generation Z in the Republic of Korea based on the grounded theory - Focused on YouTube -. Journal of Communication Design, 67, 313-329. doi:10.25111/jcd.2019.67.24
  33. Park, S. (2018). An exploratory study on shopping orientation, clothing consumption value and purchase decision making process among generation Z females (Unpublished master's thesis). Yonsei University, Seoul.
  34. Park, S. W. (2020). Development of a followership competency model and measurement tool for millennial generation: Focusing on large Korean corporate employees (Unpublished doctoral dissertation). Hanyang University, Seoul.
  35. Piron, F. (1993). A comparison of emotional reactions experienced by planned, unplanned and impulse purchasers. In L. McAlister, & M. L. Rothschild (Eds.), NA - Advances in Consumer Research: Vol. 20 (pp. 341-344). Provo, UT: Association for Consumer Research.
  36. Purchase funnl. (2022, June 15). In Wikipedia. Retrieved from https://en.wikipedia.org/wiki/Purchase_funnel
  37. Statistics Korea. (2021, July 6). 온라인쇼핑동향 2021년 5월 [Reprot of online shopping survey in May 2021] [PDF document]. Statistics Korea. Retrieved from https://www.kostat.go.kr/portal/korea/kor_nw/1/1/index.board?bmode=read&aSeq=390458