무행동 관성 효과가 패션 상품의 구매 의도에 미치는 영향 -상품 가격대 조절효과를 중심으로- = A Study of the Effect of Inaction Inertia on Intention to Purchase Fashion Products -Focusing on Moderation of Price Levels-

다국어 초록 (Multilingual Abstract)

Consumers believe it is more profitable to buy products at a discount price than at a fixed price. However, consumers who miss an opportunity for a discount would experience regret; consequently, they may also forgo a purchase despite experiencing regret if a subsequent opportunity was no more attractive than the initial one. This phenomenon has been conceptualized as inaction inertia. In this study we investigate if consumers showed behavior of inaction inertia under the situation of fashion products purchase as well as if price and involvement had a moderating effect on product purchase. The following are the results of the research based on an empirical investigation. First, according to the results of influence of inaction inertia on purchase intention, respondents exposed to scenario of experiencing similar price discount in the past, both under high-price situations and low-price situations, made statistically fewer responses than those exposed to situations without such experience; therefore, effect of inaction inertia could be confirmed. Second, the moderating effect of product price on relationships between inaction inertia and purchase intention was not statistically significant.

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