여성 의복 구매의사결정과정에서 발생하는 오류의 원인과 유형 = The Causes and Types of Errors that Occur in the Female Decision Making Process of Purchasing Clothes

다국어 초록 (Multilingual Abstract)

This study was conducted on clothes rarely worn to identify and categorize the errors in the decision making process that led to their purchase. In addition, the study sought to understand the buyer’s perception of these errors and possibilities to correct errors. For this, in-depth interviews were conducted with a total of twenty-one women. The interviews were recorded and the transcripts were analyzed. The results are as follows. First, there are 8 failures types when the buyers make a decision to buy clothing. They are as follows: the buyers tried a new style that they do not typically wear; they bought clothes they can not physically wear in order to pursue an idealistic image; they bought the clothes without trying them on; they bought an item they did not like due to reasoning such as low pricing; they had little chance to confirm that the clothes fit well; they did not have enough information when purchasing the clothes; they were not careful when purchasing the clothes; and they had a negative experience after purchasing the clothes. Second, the buyers perceived their errors and tried to correct them through trial and errors. When they wanted a new style, they bought clothes that were not too far different from their previously purchased items and repeatedly bought more clothes of similar styles that fit them well to prevent failure. In addition, they understood that clothes should match their realistic image rather than their idealistic one to be more readily wearable. Buyers also thought they should try on clothes before buying them. They tried to reduce errors by identifying their preferences and confirming that the new clothes were suitable. Third, the buyers nevertheless repeatedly made errors when they forgot or neglected the rules accumulated from their buying experiences. Negative factors included ‘impulse buying to improve mood,’ ‘seeking out diversity,’ ‘seeking an idealistic image,’ and ‘lack of motivations for opportune buying.’

참고문헌 (Reference)

• 1 이진용, "행동론적 의사결정 이론과 그 응용 가능성에 관한 고찰" 5 (5): 25-56, 1994
• 2 조남혜, "패션제품 구매 후 경험하는 ‘후회' 감정에 대한 탐색적 연구" 한국패션디자인학회 12 (12): 1-19, 2012
• 3 안광호, "패션마케팅" 수학사 2005
• 4 이은영, "패션마케팅" 교문사 1991
• 5 이수동, "전사적 관점의마케팅" 학현사 2009
• 6 홍금희, "의복불평행동에 관한 연구-의복불평행동의 분류법과 원인, 유형을 중심으로" 23 (23): 90-98, 1999
• 7 진현정, "의류상품 비계획구매 유형별 의사결정과정과 정서적 반응" 서울대학교대학원 2008
• 8 안서원, "실 체험을 통한 소비자의 선호도 학습" 12 (12): 79-90, 1999
• 9 윤훈현, "소비자행동론" 석정 1989
• 10 김은영, "소비자 의류제품지식과 의복 구매 시 평가기준과의 관계" 22 (22): 353-364, 1998
• 11 이준영, "소비욕망의 개념에 관한 연구" 한국소비자학회 21 (21): 367-393, 2010
• 12 한규석, "사회심리학의 이해, 3판" 학지사 2009
• 13 성영신, "사실적 vs. 이상적 광고의 효과 비교:사회비교 이론을 중심으로" 한국광고학회 18 (18): 311-334, 2007
• 14 고선영, "비계획구매의 유형화에 관한 탐색적 연구 - 의류제품의 구매의사결정과정을 중심으로 -" 한국소비자학회 19 (19): 147-162, 2008
• 15 Hsee, Christopher K., "Will Products Look more Attractive When Presented Separately or Together?" 25 (25): 175-186, 1998
• 16 Gregory, Robin., "Valuing Environmental Resources : A Constructive Approach" 7 (7): 177-197, 1993
• 17 Thaler, Richard, "Transaction Utility Theory" 10 : 229-231, 1983
• 18 Wilson, Timothy. D., "Thinking Too Much : Introspection Can Reduce the Quality of Preferences and Decisions" 60 (60): 181-192, 1991
• 19 Holbrook, Morris B., "The Experiential Aspects of Consumption : Consumer Fantasies, Feeling, and Fun" 9 (9): 132-140, 1982
• 20 Linville, P. W., "The Complexity-Extremity Effect and Age-Based Stereotyping" 42 : 193-211, 1982
• 21 Padgett, D. K., "Qualitative Methods in Social Work Research : Challenges and Rewards" SAGE Publications Inc 1998
• 22 Johnson, Eric. J., "Product Familiarity and Learning New Information" 11 (11): 542-550, 1984
• 23 Kahneman, Daniel., "Prediction a Changing Taste: Do People Know What They Will Like?" 5 (5): 187-200, 1992
• 24 Raju, P. S., "Optimum Stimulation Level : Its Relationship to Personality Demographics and Exploratory Behavior" 7 (7): 272-282, 1980
• 25 Berlyne, D. E., "Novelty, Complexity and Hedonic Value" 8 (8): 279-286, 1970
• 26 Hsee, Christopher. K, "Less is Better : When Low-Value Options are Valued more Highly than High-Value Options" 11 : 107-121, 1998
• 27 Brehmer, Brehmer, "In One Word : Not from Experience" 45 : 223-241, 1980
• 28 D' Antony, Joseph. S., "Impulse Buying Revisited : A Behavioral Typology" 49 (49): 63-76, 1973
• 29 Ahtola, Olli, T., "Hedonic and Utilitarian Aspects of Consumer Behavior; An Attitudinal Perspective" 12 : 7-10, 1985
• 30 Hsee, Christopher. K., "Distinction Bias : Misprediction and Mischoice due to Joint Evaluation" 86 (86): 680-695, 2004
• 31 Rook, Dannis. W., "Consumer Impulses" 14 (14): 189-199, 1987
• 32 Einhorn, Hill. J., "Confidence in Judgement : Persistence of the Illusion of Validity" 85 : 395-416, 1978
• 33 Ratner, Rebeca. K., "Choosing Less-Preferred Experiences for the Sake of Variety" 26 : 1-15, 1999
• 34 Houston, David. A., "Cancellation and Focus : The Role of Shared and Unique Features in the Choice Process" 31 : 357-378, 1995
• 35 Strauss, Anselm. L., "Basic of Qualitative Research : Grounded Theory Procedures and Techniques" Sage Publications 1990
• 36 Srinivasan, T. C., "An Integrative Approach to Consumer Choice" 14 : 96-100, 1987
• 37 Tetlock, P. E., "Accountability : A Social Magnifier of the Dilution Effect" 57 (57): 388-398, 1989