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

  • 제46권4호
  • /
  • Pages.638-656
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  • 2022
  • /
  • 1225-1151(pISSN)
  • /
  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
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MZ세대 소비자의 패션상품 구매의사결정여정의 반복순환모델

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

  • 이정우 (가천대학교 패션디자인학과) ;
  • 김미영 (가천대학교 패션디자인학과)
  • 투고 : 2022.03.15
  • 심사 : 2022.05.31
  • 발행 : 2022.08.31
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초록

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.

키워드

과제정보

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

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