RESEARCH ON DECISION-MAKING THEORY TO ESTIMATE THE EFFECTS OF SNS ON A RESEARCH

Akira Shimizu 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

A large body of recent research has established that word-of-mouth websites have a major impact on consumer purchases and that this trend is particularly prevalent among the young in Japan. However, prior research into consumer decision-making processes has mainly discussed the sequence of events leading up to purchase, and only a few studies have considered the generation of word-of-mouth communication. Moreover, in the empirical analyses of this research, data was mainly gathered by experiments, and a survey field to firmly gather data has not been developed. This research has two objectives: 1) To propose a new decision-making process that considers the generation of word-of-mouth communication and 2) to create and empirically demonstrate a field that can observe the generation of such communication. Specifically, the author presents a new model of the consumer decision-making process that is based on the AISAS model, a model of advertisement flow, and empirically exhibits a survey field that uses mobile phones. From the results of the analysis in this paper, the following findings were confirmed for the three consumer packaged goods (CPG) investigated: the actual existence of a decision-making process of word-of-mouth communication for the functional drink; in post-purchase behavior, a high percentage of consumers not only engage in word-of-mouth communication, but also view product official homepages; in the case of the line-extension product, while awareness is easy to obtain, only a small amount of word-of-mouth communication takes place on the Internet and even for a private-brand product, information can be spread widely by skillfully utilizing topics in the mass media. Theoretical Background Research into consumers’ decision-making processes can be broadly divided into two flows. The first is constructed from research into consumer behavior and the second from research into advertising messages. The differences between the two are that the former is advanced by investigators who are focused on attitude formation in the decision-making process, while the latter is developed by practitioners who concentrate on how information flows. The stimulation-response type and the information-processing type decision-making processes have been constructed by research into consumer behavior. In the stimulation-response type, it is thought that consumers are mobilized by external stimuli, such as advertisements, store promotions, and discounts, which ultimately cause them to make a purchase. The Howard-Sheth model that appeared in the 1960s is representative of this type, and it describes a decision-making processes that occurs when the product purchased is comparatively inexpensive and requires low participation. In contrast, the information-processing type is a decision-making process for a purchase in which the consumer actively collects information and decides on his or her attitude in achieve personal purchasing goals. It is represented by the Bettman model and describes actions taken when the product price is comparatively high and when risks exist at the time of purchase. Consumers are assumed to adopt either of these decision-making processes, depending on which is more appropriate for their particular situations, but both models mainly describe the process up to the time the purchase is made and hardly mention word-of-mouth communication after it. The area that has been being researched from the perspective of successfully communicating an advertising message to consumers has relied on the AIDMA (Attention, Interest, Desire, Memory, and Action) model that was published in 1956, which was based on the AID (Attention, Interest, and Desire) model, advocated in 1898. Searching for advertisement effects based on this flow is known to be useful in predicting consumer behavior and in corporate branding. It is widely used in the business world, since it can be usefully applied to actual businesses, but it involves hardly any empirical analysis and so is frequently used just as a concept. As described above, consumer decision-making processes have developed as two systems, but as is seen in the review, the conventional decision-making process barely touches on word-of-mouth effects after purchase. Incidentally, during the last few years in the area of advertising messages, models incorporating word-of-mouth communication after purchase have spread in Japan. A typical example is AISAS, which is an abbreviation of Attention about the product; Interest; Search, including on the Internet; Action, namely, the purchase; and Share, such as purchasers writing their impressions of the product on the Internet. Related research has established that those people who are aware of and interested in the product are more likely to listen to word-of-mouth communication and that some people tend to be more likely to listen to it than others. The SIPS model, which was developed from AISAS and assumes that word-of-mouth communication is the starting point for a purchase, is an abbreviation of Sympathize→Identify→Participate→Share & Spread. It is a model with a new paradigm in that rather than the mass media, the trigger for a purchase is word-of-mouth communication, such as a comment on Facebook. From the above, it is clear that a decision-making process for the Internet age that addresses the following points needs to be established: 1) Rather than the conventional one-way model that starts with awareness and ends with the purchase, it is necessary to consider the effects that the sharing of information after a purchase have on others who are searching for information; and 2) the decision-making process is not concluded solely within the individual, and it is necessary to consider the effects that individuals have on the market as a whole. However, in actual purchase scenes, if there are products that are bought through the proliferation of information via SNS, then, as before, there are still many purchases generated by promotions. In other words, it is thought that decision-making processes will vary according to differences in products and consumers and that these various processes coexist. Therefore, next, we will consider how these processes vary because of differences in products and consumers. Empirical Analysis For the analysis in this paper, Minrepo from Docomo Insight Marketing Inc. (DIM) was used. DIM is a joint venture between NTT Docomo Inc., which is the mobile phone company with the largest share of the Japanese market, and Intage Inc., which is Japan’s largest research company. DIM’s Minrepo is a survey and an experiment field for an SNS that uses smart phones and a mechanism by which information posted on the SNS can be confirmed. The Docomo smartphone users post reports with attached photographs of products, meals, and other items they have been used or consumed, in response to which other Docomo smartphone users click on buttons such as “Looks good” and “Wish.” Unlike Facebook, users connect loosely with people with whom they are not acquainted, and so, in actuality, its network structure is closer to that of Twitter or blogs. In addition to observing their actions, it also enables the participants to be surveyed. The current survey period was one month, July 2013, and 2,342 people participated in the survey (of whom, 1,140 were men and 1,202 were women), and a total of 19,196 reports were posted. These postings included reports on three product brands: A, a high-selling functional beverage; B, a line-extension ice bar; and C, a private-brand sweet roll. Brand A was surveyed twice via smartphone, at the beginning and at the end of the survey period. Results First, data were compiled on whether many routes existed for the decision-making processes. From these data, among the 374 people who bought brand A during the relevant period, it was found that 254 of them had some sort of awareness or interest in the product prior to their purchase, that 55 of them purchased it without thinking, and that 65 were aware of and interested in the product and had word-of-mouth communication about it prior to their purchases. Moreover, of these purchasers, 33 of them said word-of-mouth communication was the information that spurred their purchases. Many people were aware of and interested in the low-price beverage prior to their purchase of it, which might be because it is a functional beverage. The percentage of people who sent out word-of-mouth communication was slightly more than 15%, while marginally more than 10% of people were influenced by it, and it is thought that this demonstrates that it is meaningful to take word-of-mouth communication into account when considering decision-making. Next, the routes for the awareness of the three products and the consumers’ behavior after the purchase were investigated. Table 1 shows the results of this investigation. In terms of this characteristic, the awareness rate within the store was high for each of the products, but the awareness rate for brand A was often the result of the many TV commercials that were broadcast for it, while the awareness rate for brand B, which is a line-extension product, was significantly influenced by the parent brand. In contrast to these findings, the cognizance from SNS was high for brand C, and even though consumers were not subject to advertisements about it through the mass media; it was ascertained that this brand succeeded in earning awareness in stores and via SNS. Table 2 shows the consumers’ behavior after their purchases. From it, we see that much word-of-mouth communication was generated for each of the three brands, but compared to brands A and C, the volume of word-of-mouth communication generated on the Internet for brand B was extremely small. This is result is thought to reflect the fact that brand B is a brand-extension product, and so while awareness of it tends to be high, it lacks freshness to the extent that it becomes a topic on the Internet. In addition, for brand A, a large percentage of the people surveyed checked the product on the company site after their purchases of it. It is thought that this was to ascertain what was meant by it being described as functional. Finally, for brand A, the results of the surveys of the conditions before and after the experiment were compared, and the characteristics of those people who responded that they did not first send out word-of-mouth communication but did so after the experiment were investigated. From this investigation, it was ascertained that those who frequently use Twitter and Facebook and those who believe that other people expect them to be a source of information engage in word-of-mouth behavior. This shows that it is not only the product, but also the characteristics of the consumer that greatly influence word-of-mouth communication. Discussion From a review of prior research on consumers’ decision-making processes and on the flow of advertisements, this paper presents a consumer decision-making process that corresponds to the present age of a developed Internet environment. This process was confirmed with data obtained from a pseudo-Twitter world, via actual mobile phones. From this, the following findings were established: the existence of decision-making behaviors that generate word-of-mouth communication; the coexistence of conventional information-processing and stimulation-response processing, according to the product investigated; differences in behaviors for coming into contact with information prior to purchase and for transmitting and searching for information after purchase; and the greater likelihood that people who use Twitter and Facebook to engage in word-of-mouth communication.

구매의사결정 단계와 재구매 의도 관계에서 고객 만족의 매개효과 분석 - 아웃도어 웨어를 대상으로 -

유화숙 ( Hwa-sook Yoo ) 한국의류산업학회 2017 한국의류산업학회지 Vol.19 No.1

This study identified the purchase decision-making process of outdoor wear consumers and examined the hypothesis that consumer satisfaction mediates the relationship between purchase decision-making process and repurchase intention. Data were acquired from a survey and analyzed with descriptive, factor analysis, reliability analysis and multiple regression analysis. Respondents were 454 adults who have purchased outdoor wear. The results are as follows. First, the purchase decision-making processes of outdoor wear consumers consisted of a series of steps: need recognition & passive information search, active information search, evaluation of alternatives with practical attributes, evaluation of alternatives with unpractical attributes, purchase decision, and post-purchase evaluation. Second, four purchase decisionmaking processes (except for need recognition & passive information search and active information search) had significantly positive effects on consumer satisfaction. Third, the need recognition & passive information search, the evaluation of alternatives with unpractical attributes and post-purchase evaluation had significantly positive effects on repurchase intention. Lastly, the partial mediation of consumer satisfaction in the relationship between two purchase decision- making processes (evaluation of alternatives with unpractical attributes and post-purchase evaluation) and repurchase intention were indicated. This academic study will help to understand the purchase decision-making processes of outdoor wear and allow companies to obtain information (from the industrial aspect) about which process to invest in and how to manage the process.

에니어그램 중심가치와 자기해석 수준에 따른 의류 소비자의 구매 의사결정 스타일

김수연 ( Su Yeon Kim ),안서영 ( Seo Young Ahn ),고애란 ( Ae Ran Koh ) 대한가정학회 2016 Human Ecology Research(HER) Vol.54 No.2

This study investigated a conceptual framework of fashion consumers` purchase decision-making styles related to behavioral typology of personality. In response to critiques on fragmented and varied use of personality measurements, this study selectively tested and verified an alternative typological model of Enneagram value systems and self-construal levels that could explain the fashion consumers` typological propensities in purchase decision-making. One hundred-item measurement scale for the fashion consumers` purchase decision-making styles was developed based on the extensive literature. Three groups of fashion major students, a total of 107 participants, who respectively participated in 2-hour-long Enneagrams seminars from spring 2013 to fall 2014, were asked to re-sentence the question items to clearly reflect their Enneagram personality to make purchase decisions. Participants described their propensities in their own words about the most comfortable state during the 5-step processes of the purchase decision making process. The revised scale was distributed to 423 participants in January 2016, and the results verified the group differences in various styles in the process of purchase decision-making corresponding to the typological variables discussed in Enneagram. The correlation between Enneagram core values embodied by fashion consumers during the stages of purchase decision-making in extensive levels of self-construal were verified in the context of their fashion decision making. This study found the possibility of the typological approach toward Enneagram types of personality to be applicable to explain and predict peculiar facets of fashion consumers` purchase decision-making styles.

무주택 임차인을 위한 아파트 구매의사결정 중요요인에 관한 연구

이재승(Lee, Jae-Seung),최민섭(Choi, Min-Seub) 한국주거환경학회 2014 주거환경(한국주거환경학회논문집) Vol.12 No.3

The purpose of this study is to explore important factors of apartment purchase decision for houseless leaseholder This study attempted to deduct and analyze important factors for apartment purchase decision among realty value, residential life value, economic value. Moreover, this study attempted to conduct the analysis using the general statistical processing method based on the demographical data obtained from the questionnaire research on the basis of the understanding that the identity of the specialist is ambiguous when AHP is used under the purchase decision factors of apartments. And it attempted to analyze the cross-tabs of demographical characteristics by professional group to make an in-depth understanding of the specific contents. Finally, This study was made to find out the degree of the importance through the case revealed that the apartment purchase decision. The results of the study are as follows First, it was found that the environmental, social and purchase value is most important among the apartment purchase decision factors. Second, it was found that environmental and purchase value is more important factors of purchase decision as the more work experience professional group. Last, it was distinguished from important factors of purchase decision is different among the work experience about apartments.

생활체육 참여 대학생의 건강기능식품 구매동기가 구매결정요인 및 구매후행동에 미치는 영향

신성진,김성호,송제호 한국골프학회 2024 골프연구 Vol.18 No.특별호

[목적] 본 연구는 생활체육 참여 대학생의 건강기능식품 구매동기가 구매결정요인 및 구매후행동에 미치는 영향을 실증적으로 규명하는데 목적이 있다. [방법] 수도권에 소재한 대학교에서 건강기능식품 섭취경험이 있는 생활체육 참여 대학생 150명을 대상으로 진행되었고, 자료 분석은 SPSS WIN 22.0 프로그램을 사용하였다. [결과] 첫째, 건강기능식품 구매동기는 구매결정요인에 부분적으로 영향을 미치는 것으로 나타났다. 둘째, 건강기능식품 구매동기는 구매후행동에 부분적으로 영향을 미치는 것으로 나타났다. 셋째, 구매결정요인은 구매후행동에 부분적인 영향을 미치는 것으로 나타났다. 넷째, 구매동기와 구매후행동의 관계에서 편리성과 기능성은 매개효과가 나타났다. [결론] 생활체육 참여 대학생은 건강기능식품의 구매에 있어서 신중한 선택을 하며, 자아욕구의 구매동기만으로 타인에게 추천의향을 가지지 않는 조심스러운 행동을 가지는 것을 확인할 수 있었다. [Purpose] The purpose of this study was to empirically investigate the impact of Health Functional Foods Purchase-Motivation on Purchase Decision Factors and Post-Purchase Behavior of University students participating in Sports for All. [Method] The study was conducted on 150 University students participating in Sports for All who had experience consuming Health Functional Foods at a university located in the metropolitan area, and data analysis was conducted used the SPSS WIN 22.0 program. [Results] First, Health Functional Foods Purchase-Motivation was found to partially affect Purchase Decision Factors. Second, Health Functional Foods Purchase-Motivation was found to partially affect Post-Purchase Behavior. Third, Purchase Decision Factors were found to have a partial effect on Post-Purchase Behavior. Fourth, in the relationship between Purchase-Motivation and Post-Purchase Behavior, Convenience and Functionality showed a mediating effect. [Conclusion] It was confirmed that University students participating in Sports for All make careful choices when purchasing Health Functional Foods, and that they have cautious behavior without Recommendation-Intention to others based on Ego-Desires' Purchase-Motivation alone.

인터넷 홈페이지 제작사의 제작환경요인과 기업특성이 구매의사결정에 미치는 영향

양준열 ( Yang Joon-yeol ),이선규 ( Yi Seon-gyu ) 한국디자인트렌드학회 2008 한국디자인포럼 Vol.21 No.-

본 연구는 기업들이 홈페이지를 통해 효과적인 광고와 마케팅활동을 하기 위해서는 고객기업특성에 맞는 홈페이지를 만들어야하고 그 과정에서 홈페이지 제작업체는 어떠한 요인에 의해서 선정되는지를 알아보는 것이 본 연구의 목적이다. 이를 위해 먼저 홈페이지 제작환경요인들과 홈페이지 구매의사결정과정과의 인과관계를 살펴보고, 구매의사결정과정에 관련된 최고경영자의 성향과 기업이미지의 매개변수의 역할을 실증적으로 검증해 보고자 하였다. 연구결과 홈페이지 디자인 질과 가격 및 성과물이 구매의사결정에 유의미한 영향을 주는 것으로 나타났으며, 특히 디자인 질이 구매의사결정에 더 큰 영향을 미치고 있음을 알 수 있었다. 기업특성의 경우 최고경영자 성향, 기업이미지 모두 구매의사결정에 유의미한 영향을 주는 것으로 나타났으며, 특히 최고경영자 성향이 더 큰 영향을 미치고 있음을 알 수 있었다. 제작환경요인과 구매의사결정과의 관계에서 기업특성의 매개효과를 살펴보면 기업이미지만이 유의한 관계를 갖는 것으로 나타났다. 기술력 및 업력은 구매의사결정에 직접적인 영향을 주지 못하지만 기업이미지를 통해서 구매의사결정에 영향을 미치며, 기업이미지는 제작환경요인과 구매의사결정과의 관계에서 완전매개효과를 갖는 것으로 나타났다. The companies shall create the homepage satisfying the customers` characteristics as well as their own characteristics for effective advertising and marketing activities through the homepage. Thus, this study aims to identify the factors influencing on the selection of homepage creators. To this end, this study examined the causal relationship between the environmental factors of homepage creation and decision making process of homepage creation. Next, it will empirically verify the roles of parameters of corporate image and propensity of CEO related to the purchase decision making process. According to the results of research, the design quality, price and outcome of homepage have the significant impact on the purchase decision making process. In particular, the design quality had more impact on the purchase decision making process. For the corporate characteristics, the propensity of CEO and corporate image demonstrated the significant impact on the purchase decision, and especially the propensity of CEO showed more impact. In case of the mediating effect of corporate characteristics in the relationship with the environmental factors of production and purchase decision, only the corporate image indicated the significant relationship. While the technology and corporate capability couldn`t have direct impact on the purchase decision, the corporate image had impact on the purchase decision. The corporate image demonstrated the complete mediating effect in the relationship with the environmental factors of production and decision making.

골프용품 구매결정요인이 구매만족과 구매행동에 미치는 영향

이상헌(Lee, Sang-Hun),박승현(Park, Seung-Hyun),김태연(Kim, Tai-Youn) 한국체육과학회 2018 한국체육과학회지 Vol.27 No.5

This study aims to examine the effects the golf supplies consumers’ purchase decision-making factors on their purchase satisfaction and behaviors and then to provide empirical basic data for realizing differentiated marketing strategies that can correspond to reasonable consumption methods and consumers’ needs and values in the process of the golf supplies purchase decision-making. To this end, a survey was performed targeting 355 golfers in 8 golf ranges located in Seoul and Gyeonggi Province, who had the experience of purchasing golf supplies through the Internet and, at this survey, convenience sampling among the non-probability sampling methods was used. For data processing, SPSS for Window 18.0 statistical software, was used to perform frequency, reliability, factor, one-way ANOVA, and correlation and multiple regression analysis. The results of this study are as follows: First, price, brand, and design were found to have a significant effect on the relationship between purchase decision-making factors and purchase satisfaction. Second, a brand was found to have a significant effect on the relationship between the golf supplies purchase decision-making factors and word of mouth intention, and brand and design were found to have a significant effect on the relationship between the golf supplies purchase decision-making factors and repurchase intention. Third, purchase satisfaction was shown to have a significant effect on repurchase intention and word of mouth intention.

소비자의 구매행동 특성, 의사결정장애, 소비자혼란이 신기술제품 구매실패감에 미치는 영향

허경옥(Kyungok Huh) 충북대학교 생활과학연구소 2023 생활과학연구논총 Vol.27 No.3

Background/Objectives: Purchasing a new technology product is more difficult or confusing for consumers than purchasing an existing product, and there is a high probability of feeling a sense of failure after purchase. Methods: this study investigated the factors influencing consumer decision-making disorder, consumer confusion, and a sense of failure after purchasing a new technology product using a regression analysis method. Second, four types of purchasing behavior characteristics of consumers were selected as independent variables, and consumer decision-making disability and consumer confusion variables were used as parameters to determine failure after purchasing new technology products. Results: The main results of this study are presented as follows. First, as a result of regression analysis, the level of decision- making disorder of consumers was found to be high when the level of household income was low and when there were children. Second, looking at the results of covariate structural analysis, trend-seeking and novelty-seeking tended to increase the level of deci sion-making disability, while planning-seeking and prudence-seeking tendencies lowered decision-making disabili ty. On the other hand, it was found that the pursuit of novelty and fashion increased the level of consumer confusion, while the pursuit of planning and prudence lowered the level of consumer confusion. Third, it was found that decision-making disability and consumer confusion increase the level of consumers' sense of failure after purchasing a new technology product. Conclusion/Implications: Summarizing the results so far, it can be said that increasing planning and prudence can reduce decision-making obstacles and consumer confusion, ultimately reducing failure after purchasing new technology products. Conversely, since the level of decision-making disorder and consumer confusion are positively affected by the fashion-seeking propensity, it is necessary to reduce the fashion-seeking propensity.

Study on the Value of Sports Goods Shop on the Internet and Making Purchase Decision

( Cheol Sang Hwang ),( Sang Taek Yoon ),( Sung Il Kim ),( Kyung Hoon Choi ),( Byung Hoon Park ) 한국체육학회 2015 국제스포츠과학 학술대회 Vol.2015 No.1

purpose: this study, we will investigate the influence of the recognized value of shopping by individuals on the purchase of sporting goods through the internet to provide actual information about the value of sporting good purchase by consumers. Methods: To collect a reliable data, this study selected those people in their 20~30`s who were considered to have high purchasing power: the people in professional management positions(20 people, 9.3%), the self-employed (15 people, 6.9%), and the college students(181 people, 83.8%) who currently consume a lot for sporting goods on the internet. The research was conducted by using questionnaire survey and answers collected directly. The final number of samples used for this analysis was 216 after removing unreliable answer sheets that were missing some answers or answered poorly. Result: The result after carrying out the multiple regression analysis to measure the influence of the perceived value of shopping on the intention of purchase and satisfaction of purchase showed following facts. The analysis showed that it explained 25.1 %(R2=.251) about the purchase satisfaction and 25.0%(R2=.250) about the intention of purchase and it was, therefore, proven to be statistically significant (intention of purchase: F=35.690,p<.001, purchase satisfaction: F=35.589,p<.001). Factors were determined to be statistically significant since the pleasure factor (=.211) and the practical factor (=.358) affected the intention of purchase by 5% and 1% each, and the pleasure factor (=.273) and the practical factor(=.300) had influence on the purchase satisfaction by 1%. Conclusion: Based on the result of this study, we can conclude as follows. The pleasure value and the practical value, which are personal values on shopping, showed statistical relevance to the intention and satisfaction of purchase. The consumers who enjoy the internet shopping by searching new products, finding new information, and having freedom in choosing products, and who try to find satisfactory products with less time and effort, and who think the internet shopping is a reasonable way of shopping are showing tendency that they prefer to find and use specific online shopping malls after comparing various sites that are suitable for them, and, moreover, more likely to buy goods from the shopping malls where he or she has previous purchase experiences. Also, such pleasure value and practical value of shopping showed the influence on satisfaction of goods and services from the online sporting goods shopping malls, and had further impact on the importance on consumer`s satisfaction from using the malls. Moreover, these values of shopping came out to have a significant influence on the expectation on the malls, the will to recommend to others, and the repurchase.

An Empirical Study on Purchase Intention with Different Purchase Frequency for Online Automobile Insurance: A Trust-Based Decision-Making Model Approach

임세헌,이석호,허연 한국리스크관리학회 2008 리스크 管理硏究 Vol.19 No.2

Customer trust and perceived risk are critical factors influencing a customer's purchase decision-making process in the area of e-commerce. Accordingly, there have been numerous studies on customer trust and perceived risk in this area. As a representative study, Kim et al. (2008), using their trust-based consumer decision-making model, examined the roles of customer trust and perceived risk in e-commerce transactions. This study, employing the Kim et al. (2008) model, analyzes how the factors of customer trust, perceived risk, and perceived benefits, along with the repeat purchase factor, affect the purchase intention of online automobile insurance. This study finds that both customer trust and perceived risk are the two most important factors influencing a customer's purchase intention of online automobile insurance. The results of the study suggest that higher customer trust in the information, product, and service provided brings about lower perceived risk in the area of online automobile insurance. In addition, the results indicate that regardless of a customer's purchase frequency, building trust with the customer in particular is most critical for an online automobile insurer in enhancing his or her purchase intention of the product. The results of this study will be able to provide useful strategic implications for both existing online auto insurers and future online auto insurers in enhancing their competitiveness through evolving more efficient and differentiated customer relationship management (CRM).