소비자의 구매 및 소비 경험에 대한 연구: 해석학적 연구 방법의 적용

Abstract

Previous Research in consumer behavior mainly employed positivism as a major research

paradigm. This paper studied consumers purchase and consumption experience on the basis

of interpretivism. In particular, this general attitudes toward consumption, impulse purchase,

attitudes toward foreign brands, use of coupon and samples, importance of price as a decision

criterion, store choice behavior from the perspective of hermeneutics.

The findings shows the usefulness of this framework in explaining various aspect of post-

IMF behavior.