Factors affecting the fashion purchase decision making of single Koreans
The number of single consumers in Korea has recently undergone a rapid increase, making this demographic a major consumer market. Through this study, we attempt to better understand this group by focusing on single consumers' decision making and the factors influencing their fashion purchases. To this end, we investigate the relationships between feelings of self consciousness, information search tendencies, decision making, and post purchase satisfaction of single person households after fashion purchases. Data were obtained from 717 questionnaire responses from individuals aged 20 49 years from single person households. The results of the study showed that the relationship between private self consciousness and introverted information searches was stronger than that between private self consciousness and extroverted information searches. The relationship between public self consciousness and extroverted information searches was stronger than that between public self consciousness and introverted information searches. In addition, introverted information searches had a positive relationship with self determination, while extroverted information searches were significantly related only to non self determination. Finally, the positive relationship between satisfaction and self determination was stronger than that between satisfaction and non self determination. Overall, the study identified important factors affecting the decision making process of single Koreans. These findings are vital for Korean fashion marketers, and managerial suggestions are included to implement marketing strategies to target single people.
Fashion and Textiles