20․30대가 생각하는 합리적인 구매의사결정이란?: 정성연구로 밝힌 새로운 소비패턴의 원인

초록

This study began with seeing consumption phenomena in 20․30s and witnessing new patterns that were not found in 20․30s in the past. Changes in the external environment and values have changed the thoughts and actions of those in 20․30s. Among them, it was confirmed that the consumption pattern of rational purchase decision-making, which people in 20․30s think, is completely different from the “reasonable appearance” that has been dealt with so far. In order to explore what rational purchasing decisions people in 20․30s think are the main agents of consumption, interviews were conducted for multi-case studies by selecting a “reasonable purchasing decision” situation that those in 20․30s sympathized with. The rational purchase decision-making of those in 20․30s revealed through the analysis could be explained in eight situations. The concept of having a direct connection to unreasonable purchasing decisions was ‘subjectivity’. Subjective knowledge, experience, and value that they have, not objective information or grounds, have a profound impact on their choices. Therefore, rather than clearly defining factors that affect purchases, they appear different depending on the situation and on their own needs at the moment of purchase decision making. It is expected that consumers who show double-sided characteristics will become a big challenge for marketers in the future.

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