소외감과 정보탐색활동이 구매의사결정과정에서의 소비자 불만족에 미치는 영향

다국어 초록 (Multilingual Abstract)

Because studies of consumer dissatisfaction usually have forced on post-purchase ecaluation of products and servises. little is known about consumer dissatisfaction is the purchase decision process.
The purpose of this study is to determine whether the consumer dissatisfaction in purchase decision making is related to demographic, Alinenation, information search activity, and previous product usage and purchase experience of the consumers, and explore the relative influences.
A documentary method was used for theoretical review of consumer dissatisfaction in purchase and the survey method was used for empirical study.
Quesrionaire was developed and administered. It was composed of explanatory variables and dependent variables. explanatory variables were composed of 37 questions including 7 about demographic : age of shopper, education of shopper, occupational status of household head, occupational status of house wife, total family income, number of children, period of marriagem and 22 about pattern of Alienation : powerlessness 5, meaning lessness, 5, normlessness 6, social estrangement 6, and 4 about information search activity during decision making : number of retail stores visited number of advertisement, asking advice from personal sources such as friends, neighbors and relatives, consultation of neutral information sources such as Consumer Reports, Index of planned information search, and 4 about previous product usage and purchase experience of consumers : appliance type purchased, period of purchased, previous product usage and purchase experience of the shopper, satisfaction with a previsouly owned product.
Dependent variables was composed of 10 questions measuring dissatisfaction.
The population sample were 500 housewives. Two household appliances was the product category chosen for the study. All servey were conducted in January, February, 1989. Final data were developed from 441 subjects.
For the analysis of data, frequencies, percentile, kendall's Tau-B, pearson's product-moment correlation coefficient, ANOVA, Scheffe-test, multiple regression analysis were used.
The major findings of the study were : (1) Consumers were not as dissatisfied as often assumed. (2) demographic has shown consumer dissatisfaction to be curved relationship. (3) Alienation and Information search activity have shown consumer dissatisfaction to be positive relationship. (4) previous product usage and purchase experience of the consumers have shown consumer dissatisfaction to be complex relationship. (5) Information search activity was most influence on consumer dissatisfaction in purchase decision-making.
This study concluded that consumer dissatisfaction in purchase decision making, related to various demographic, Alienation, Information search activity and Previous product usage and purchase experience the consumers. Specially, Alienation and Information search activity was more important.
The result of this study would be useful to public policy makers as well as consumer aducators concerned with consumer welfare.

목차 (Table of Contents)

• 목차
• I. 서언 = 1
• II. 이론적 배경 및 기존 연구의 검토 = 6
• 1. 구매의사결정과정에서의 소비자 불만족의 개념화 = 6
• 2. 소외의 개념 및 분류 = 12
• 3. 정보탐색의 개념 및 측정 = 16
• 4. 기존 연구들의 검토 = 20
• III. 연구문제 및 가설 = 30
• IV. 연구방법 및 절차 = 33
• 1. 조사도구 = 33
• 2. 조사대상 및 자료수집 = 37
• 3. 자료의 분석방법 = 38
• 4. 조사대상자의 일반적 특징 = 38
• V. 결과 및 해석 = 41
• 1. 구매의사결정과정에서의 소비자 불만족도 = 41
• 2. 인구통계적 특성에 따른 소비자 불만족도 = 44
• 3. 소외감에 따른 소비자 불만족도 = 47
• 4. 정보탐색활동에 따른 소비자 불만족도 = 49
• 5. 제품에 관련된 변수에 따른 소비자 불만족도 = 51
• 6. 불만족을 설명하는 변수들의 설명력 = 54
• 7. 불만족을 설명하는 변수들의 상대적 영향력 = 56
• VI. 요약 및 결론 = 62
• 참고문헌 = 67
• 영문초록 = 79
• 부록 : 1. 회귀분석의 기본 가정 = 82
• 2. 질문지 = 87
• 감사의 글 = 95