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An Exploratory Study on the Hierarchical Model of Consumer Orientation

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2023, 28(10), pp.217-227
  • DOI : 10.9708/jksci.2023.28.10.217
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : September 25, 2023
  • Accepted : October 17, 2023
  • Published : October 31, 2023

Seungbae Park 1 Jaewon Hong 2

1서일대학교
2경상국립대학교

Accredited

ABSTRACT

This study aims to stratify consumer market evaluation items from the Consumer Decision Journey(CDJ) perspective and understand the relationship between laws/systems and consumer orientation through the Korea Consumer Agency's ’19 Korea Consumer Markets Evaluation Indicators. This study divided consumer market evaluation items into the selection comparison stage, selection decision stage, and post-purchase experience stage. And present a model that stratified the relationship with consumer orientation of laws/systems and verified using the CDJ model's experience as a control variable. Studies have shown that the relationship between the consumer market evaluation index that evaluates consumer orientation can be stratified according to the consumer decision-making stage and positively affects the relationship with consumer orientation of laws/systems. In addition, the impact of consumer market evaluation variables (reliability, and price) on the consumer orientation of laws/systems was different depending on the presence or absence of consumer damage experience.

Citation status

* References for papers published after 2022 are currently being built.

This paper was written with support from the National Research Foundation of Korea.