An Exploratory Study on Purchase Decision Making Process and Clothing Shopping Orientation of Fashion Products Rental Service Users

Ji-Yoon Lee · Eun-Jung Shin · Ae-Ran Koh

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Consumer Perception and Purchasing Behavior Consumer Behavior and Marketing Influence Sharing Economy and Platforms

Abstract

This study identified the characteristics of fashion rental service users as well as analyzed their purchase decisionmaking processes.A qualitative investigation was conducted through in-depth interviews with 13 women in their 20s-30s who have experienced renting fashion items due to a high interest in fashion.The results of the study are summarized as follows.The need recognition stage analyzed ventilation by mass media, SNS impact, curiosity, saving shopping time and money, awareness of situational necessity, and creation of various styles.The information search stage analyzed how users obtained information from 2 different sources of nonmarketer-dominated sources and marketer-dominated sources.The pre-purchase stage analyzed the evaluation of alternatives in which study participants used 2 evaluation criteria for fashion rental services and fashion rental items.The purchase stage analyzed how participants wait and select desired items (when receiving the notification of rentable items) or select alternative products.The consumption stage examined the usage frequency and usage method.The study divided the post-consumption evaluation stage into 2 categories for evaluation: personal feelings and service.The post-consumption behavior stage analyzed how participants displayed WOM, eWOM and purchase rental product behavior.Clothing shopping orientation of study participants is displayed in 5 dimensions of brand-seeking propensity, individuality-seeking propensity, economic efficiency-seeking propensity, rationality-seeking propensity, and pleasure-seeking propensity.This study identified three main characteristics in the study participants: interest in the fashion, favorable attitude toward used fashion items, consciousness of others.

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References

2007Qualitative Research Designs 1954City Shoppers and Urban Identification: Observations on the Social Psychology of City Life 1996Consumer decision‐making styles: a multi‐country investigation 1994Benefit Segments of the Female Apparel Market: Psychographics, Shopping Orientations, and Demographics 1987Socialization Effects of Retail Work Experience on Shopping Orientations 1999Pricing and Market Making on the Internet 2018A Study on the Perception of Fashion Streaming Service Using Text Mining Analysis - Focused on PROJECT ANNE -

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