ScholarWorks@숙명여자대학교

초록

The purpose of this study is to research the decision-making factors, decision process, and consumer buying behavior of teenage consumers when purchasing athletic shoes targeting the teenage group, in order to provide fundamental data for rational marketing decisions for the production of manufactured goods of enterprises. In order to achieve this purpose, the subject of study were 497 junior and senior high school students living in Kang-Nam and Kang-Buk areas of Seoul, and the questionnaire based on the previous studies was used as an investigation means. The collected data were analyzed by one way ANOVA, Scheffe`s test, correlation, multiple regression, and discriminant analysis. The followings were found as the result of this study: First, in the analyses of socio-demographic characters and comparison of decision-making factors, there were significant differences shown through the analysis of design, color and pattern, quality, and practicality according to gender, the analysis of price, design, quality, and brand according to school, the analysis of price, design, color and pattern, quality, and advertisement according to residential district, analysis of design, color and pattern, and practicality according to occupation of parents, analysis of price, color and pattern, and brand according to family monthly income, and analysis of brand according to allowance. Second, in the analysis of decision-making factors for purchase and after-purchase satisfaction, there were significant differences in brand, practicality, quality, color and pattern, design, and price. Third, in the analysis of factors of after-purchase satisfaction and overall satisfaction, there were significant differences in price, color, brand, practicality, and convenience. In the comparison analysis of factors of after-purchase satisfaction and intention of purchase henceforth, there were significant differences in brand, color and pattern, and convenience.