의복 구매 의사 결정 과정 중 문제인식 단계의 개념과 구조에 대한 연구 = Concept and Construct of Problem Recognition Stage in Consumer Decision Making Process of Apparel Purchase

다국어 초록 (Multilingual Abstract)

The purpose of this study is to clarify the concept and construct of the problem recognition stage in consumer decision making process of apparel purchase. This study was supplemented by the theoretical study and field interviews. 40 women were interviewed on their apparel purchase ` situation to identify problem recognition process. As a result, the concept of problem recognition in apparel purchase is the perceived difference between the ideal state of apparel affairs and the actual situation sufficient to arouse and activate the decision making process. And the problem recognition stage in apparel purchase is constituted of the following steps: gestation, categorization, problem definition, and purchase intention formation. In most cases, these four steps existed, but in some cases several steps were deleted or condensed.