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.
Highlights
The increase in single-person households in Korea is a notable phenomenon affecting the fashion business, and diverse markets have arisen targeting these households (Byun 2015; Choi 2016; Kim 2015a, b; Lee 2016)
This study investigates the decision-making of single Korean adults with regard to fashion consumer behavior
This study investigates the relationships between self-consciousness, information search tendencies, decision-making, and post-purchase satisfaction for fashion purchases in single-person households
Summary
The increase in single-person households in Korea is a notable phenomenon affecting the fashion business, and diverse markets have arisen targeting these households (Byun 2015; Choi 2016; Kim 2015a, b; Lee 2016). The number of single-person households rose from 6.9% in 1985 to 27.2% in 2015 and is expected to increase to 36.3% by 2045 (Park 2018). By 2019, single-person households are expected to outnumber multi-family households (Jang 2018). Given their increasing number and importance in many consumer markets, studies have examined single consumers’ food, furniture, and leisure purchasing behavior (Kang 2013; Kim et al 2015b; Lee and Hwang Fash Text (2019) 6:32. There have been very few studies focusing on single consumers’ fashion purchases
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