Year: 1999
Type: article
Study design: Observational Study
Abstract: Recently, consumer researchers have been interested in consumption ritual that expressed condensedly the consumption system in a culture.From various disciplines this study examined the 'ritual' and 'ritualized behavior' which are unique to human beings and analyzed the relation of ritualization of consumption experience and buying behavior.According to the degree of ritualization, consumers were categorized into four types -ritualized, habitualized, involved, and non-ritualized consumers.In the empirical study, the relation between ritualization of "dressing-up (i.e. to put on the clothing with the intention of wearing displaying them publicity)" and buying behaviors related to clothing was explored through in-depth interviews and a questionnaire survey with 434 married Korean women.Through statistical analysis, research questions were identified in an empirical study: as the consumption experience becomes more ritualized, the purchasing frequency, ongoing involvement, brand loyalty, and opinion leadership will increase as part of clothing buying behavior.Herein, the implications of the study and further research issues are discussed.
Source: ASIA MARKETING JOURNAL
Author: Cheol Park
Institution: Dong-Eui University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
Estimated APC paid: $400
OpenAlex ID: W2259517261