seobiseu sobijagaciwa jepumpyeonggayi gwangyewa jaahaeseogyi jojeolhyogwae gwanhan yeongu
Purpose: Traditional models of decision making may not describe how consumers make other types of decisions for which they have little experience, or where the problem is less well defined, or where emotional considerations play an important role. When faced with such decisions, we propose that consumers form consumption visions to help them select an appropriate alternative. Research design, data, and methodology: In this research, total of 382 copies of the questionnaires were collected and 360 copies were applied in the final analysis. In order to verify the research hypothesis, structural equation analysis was conducted with Amos 21.0. Results: First, it was examined that individual sensual aesthetics, enjoyment and convenience of use have a positive effect on personal self expressiveness. Second, status symbol, social connectedness and social contribution were found to have a positive effect on social self expressiveness. Third, it was concluded that consumer self expressiveness has a positive effect on consumption vision when consumers imagine the outcome of a purchase. Fourth, it was learned that personal/social consumption vision has a positive effect on product evaluation. Conclusions: It can be concluded that consumer personal/social value, accompanied by distinctive company and product characteristics, is one of the strong themes to construct competitive around.