購買意思決定過程에서의 滿足과 不滿足에 관한 硏究 : 消費者市場의 경우를 中心으로 Analysis of the Consumer Market = A Study on the Satisfaction and Dissatisfaction in the Purchase Decision Process

다국어 초록 (Multilingual Abstract)

While serious questions are being raised about consumer welfare despite the wide acceptance by business of the consumer-oriental marketing philosophy, relatively little is known about consumers's satisfaction and dissatisfaction.
The study reported here is undertaken to help fill that void by finding out how satisfied or dissatisfied consumers are with their experiences in arriving at purchase decisions instead of phenomenological consumer satisfaction or dissatisfaction related to the usage or consumpton of products and services. To find out directly from consumers how they felt in a specific buying experience, we have studied the subject by theoretical and empirical research.
Chapter 2 suggests the main aspects and reasons why the prepurchase experience might give rise to dissatisfaction. The aspects include the adequacy of available product alternatives for meeting consumer wants; access to desired prepurchase information; the experience of visiting retail stores; the pace of the shopping experience: the tesk of evaluating and choosing among alternatives; and anxiety about making a satisfactory choice.
The findings of empirical survey in chapter 3 indicate appreciable satisfaction and fail to support the view of widespread discontent with the purchase decision process among consumers. While the findings here constitute only limited evidence owing to potential limitation related to the adequacy of the sampling design in respondents and choice of products, they point to the tentative conclusion that maketers may be succeeding reasonably well in providing acceptable levels of satisfaction to the buying public.
Our results suggest a need for research to learn more about the characteristics of consumers who are expressing feeling of satisfaction and dissatisfaction.

목차 (Table of Contents)

• 第一章 序論
• 第一節 硏究目的과 問題提起
• 第二節 硏究範圍와 限界
• 第二章 購買意思決定過程에서의 消費者의 滿足과 不滿足
• 第一節 消費者의 購買意思決定
• 1. 消費者 購買意思決定의 槪念과 形態
• 2. 消費者 購買意思決定의 理論
• 3. 消費者의 購買意思決定過程
• 第二節 消費者의 滿足과 不滿足
• 1. 消費者의 滿足과 不滿足의 槪念
• 2. 消費者의 滿足과 不滿足의 測定方法
• 第三節 消費者의 購買意思決定過程別 滿足 내지 不滿足 要因
• 1. 問題認識段階에서의 滿足, 不滿足 要因
• 2. 情報 및 代替案의 探索段階에서의 滿足, 不滿足 要因
• 3. 情報 및 代替案의 評價段階에서의 滿足, 不滿足의 要因
• 4. 購買決定段階에서의 滿足과 不滿足의 要因
• 5. 購買後行動段階에서의 滿足과 不滿足 要因
• 第三章 消費者의 購買意思決定과정에서의 滿足과 不滿足에 관한 實證的助詞分析
• 第一節 實證的 助詞分析의 意義
• 第二節 調査의 槪要
• 1. 調査項目과 質問紙의 構成
• 2. 調査對象者와 調査方法
• 3. 調査時期와 調査員
• 4. 資料分析을 위한 統計處理
• 第三節 調査分析의 限界
• 第四節 調査分析의 內容
• 1. 應答者의 社會經濟的 프로필
• 2. 利用可能한 代替的 製品에 관한 滿足
• 3. 購買情報에 관한 滿足
• 4. 쇼핑에 관한 滿足
• 5. 製品評價經驗에 관한 滿足
• 6. 購買活動의 性格에 관한 滿足
• 第五節 結果 및 要約
• 第四章 結論