earticle

영어

The purpose of this study was to investigate the purchasing orientation of consumer groups by each type through the overall information search behaviors of female consumers and their subsequent typification. Through the relationship between information search and purchasing orientation before female consumers' purchase, this study attempted to predict the problems that could take place during their purchase and to grope for their right consumption. The information search behaviors had a very crucial impact on purchase. In terms of the diversity of customers' selection, information search activities were important and it signified that it would be necessary to conduct consumer education for appropriate information search activities so as for female consumers before the purchase to perform right consumption in the future. Not only would cheap price be the right consumption, but also the emotional consumption such as the spiritual satisfaction that was more than necessary and relaxation would be needed to female consumers who lived hectic lives in modern society. Therefore, it is necessary to conduct consumer education that does not simply focus on practical purpose.