Factors affecting the fashion purchase decision-making of single Koreans

Abstract

The number of single consumers in Korea has recently undergone a rapid increase, making this demographic a major consumer market. Through this study, we attempt to better understand this group by focusing on single consumers’ decision-making and the factors influencing their fashion purchases. To this end, we investigate the relationships between feelings of self-consciousness, information search tendencies, decision-making, and post-purchase satisfaction of single-person households after fashion purchases. Data were obtained from 717 questionnaire responses from individuals aged 20–49 years from single-person households. The results of the study showed that the relationship between private self-consciousness and introverted information searches was stronger than that between private self-consciousness and extroverted information searches. The relationship between public self-consciousness and extroverted information searches was stronger than that between public self-consciousness and introverted information searches. In addition, introverted information searches had a positive relationship with self-determination, while extroverted information searches were significantly related only to non-self-determination. Finally, the positive relationship between satisfaction and self-determination was stronger than that between satisfaction and non-self-determination. Overall, the study identified important factors affecting the decision-making process of single Koreans. These findings are vital for Korean fashion marketers, and managerial suggestions are included to implement marketing strategies to target single people.

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