구매전 정보탐색 노력과 정보원 의존도에 따른 홈패션 제품 구매 평가기준의 차이

Abstract

The purpose of this study is to confirm that the evaluation criteria for purchasing home-fashion products can vary depending on the information searching behavior. An online survey was conducted to collect data and 257 responses were analyzed in total using exploratory factor analysis, MANOVA, two-way ANOVA, and t-test via SPSS 21.0. The results showed that the purchase evaluation criteria have five sub-dimensions: brand reputation, brand value, price fit, functional performance, and design superiority. According to the results of MANOVA, marketer-driven information source dependency affected brand reputation, brand value, price fit, and design superiority, and there was a significant interaction effect between pre-purchase information search effort and marketer-driven information source dependency on design superiority. Consumer-driven information source dependency significantly affected brand reputation, brand value, and design superiority. The interaction effect between information search effort and consumer-driven information source dependency on price fit was revealed. This study implies that marketer-driven or consumer-driven information source dependency affects how consumers evaluate products and consumers choose the criteria based on their information search. This study provides academic and practical implications regarding the evaluation of home fashion product criteria based on consumer information search behavior.