알파인 스키 동호인들의 구매의사결정과정 분석

초록

The purpose of this study was to analyze the purchasing decision making process focused on members of alpine ski club. The 280 survey questionnaires were distributed to members of alpine ski club through convenience sampling. Due to the reliability of data, 16 samples were discarded and 264 samples were put to actual analysis. By using SPSS Ver. 21.0 data were analyzed for frequency analysis, descriptive statistics, cluster analysis and chi-square. The results of the study were as follows. First, at each step of the purchasing decision making process which was composed of the problem recognition, the information search, the evaluation of alternatives, purchase decision, and post purchase behavior, the importance given by the consumer is different. Second, with the result of cluster analysis, 5 different groups were classified. Third, with the chi-square, five segments of members of alpine ski club were identified and labeled as ‘problem recognition-oriented’, ‘information search-oriented’, ‘evaluation of alternatives-oriented’, ‘purchase decision-oriented’ and ‘post purchase behavior-oriented’.

키워드