20대 이란 여성 소비자의 한류 상품 구매의사결정과정에 관한 탐색적 연구 -뷰티 제품과 패션 제품을 중심으로-

Translated title of the contribution: An exploratory study on Hallyu product purchase decision making process of Iranian women in their 20s -Based on beauty products and fashion products-

Eun Jung Shin, So Yeong Lee, Eun Kyung Kim, Ae Ran Koh

Research output: Contribution to journalArticlepeer-review

Abstract

This study investigates the decision-making processes of Iranian women in their twenties who purchased Hallyu beauty and fashion products. We conducted ten in-depth interviews of Hallyu enthusiasts who previously purchased Hallyu products. Interviewees were recruited using a snowball sampling technique based on nonprobability sampling. Interviews were conducted in the 1:1 in-depth interview format for one hour of each interview from April 11, 2017, to May 14, 2017, using semi-structured questionnaires, and recorded with consent. Our analysis of the characteristics of consumption behaviors of the women used seven steps of the purchase decision-making process. This study used interviews to analyze the following questions. Research Question 1. What is the decision process for Iranian women's consumer products purchase? Research Question 2. What are the characteristics and meaning of each stage of Iranian women's consumer decision- making process? Data collection in this study was limited to participants in their twenties; however, this research will be helpful for future Hallyu and Iranian consumer analysis. A follow-up study should examine the purchasing decisions of women in additional age groups in order to generalize the results.

Translated title of the contributionAn exploratory study on Hallyu product purchase decision making process of Iranian women in their 20s -Based on beauty products and fashion products-
Original languageKorean
Pages (from-to)33-50
Number of pages18
JournalJournal of the Korean Society of Clothing and Textiles
Volume43
Issue number1
DOIs
Publication statusPublished - 2018

Bibliographical note

Funding Information:
†Corresponding author E-mail: shej1205@gmail.com This paper was supported by the BK21 Plus project the Graduate School of Yonsei University in 2018.

Publisher Copyright:
© 2019, The Korean Society of Clothing and Textiles.

All Science Journal Classification (ASJC) codes

  • Materials Science (miscellaneous)
  • Polymers and Plastics
  • Industrial and Manufacturing Engineering

Fingerprint

Dive into the research topics of 'An exploratory study on Hallyu product purchase decision making process of Iranian women in their 20s -Based on beauty products and fashion products-'. Together they form a unique fingerprint.

Cite this