최신 유행색 가방 구매행동 -구매동기, 구매유형, 만족도 및 재구매 의도를 중심으로- = Research : Purchasing Behavior of the Latest Trendy Color Bags -Focusing on Purchase Motives, Purchase Types, Satisfaction and Repurchase Intention-

다국어 초록 (Multilingual Abstract)

This study identified factors for purchase motives in regards to the latest trendy color bags as well as ascertained the structural relations of purchasing behavior in regards topurchase motives, purchase type, satisfaction, and repurchase intention. Other purposes examined the differences in purchase motivations, purchase types, satisfaction, and repurchase intention according to consumer characteristics, and provided strategic information on women``s bag manufacturers and retailers. A random sampling method collected data based on a survey of Korean women between the ages of 20 and 59 who had purchased the latest trendy color bag. A questionnaire developed by the researcher was distributed to 450 women in 2013. We analyzed 433 questionnaires using the SPSS 18.0 program and AMOS 18.0 program. The summarization of the findings are as follows. First, purchase motives for the latest trendy color bags were classified into 5 factors: awareness-symbolicity, practicality, aesthetic, harmony, and fashionability. Second, aesthetic and harmony showed significant influenceson planned purchases due to an analysis of structural relations between purchase motives for the latest trendy color bags and type of purchase; in addition, awareness-symbolicity, aesthetic and fashionability significantly influencedunplanned purchases. Third, there was no significant influence for planned purchases on satisfaction; however, unplanned purchasesshowed a significant.