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KMID : 1159320120140010011
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Korean Journal of Vision Science
2012 Volume.14 No. 1 p.11 ~ p.21
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Analysis purchasing decision factors and brand equity affecting purchasing satisfaction and word of mouth
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Kim In-Kyu
Lee Ju-Hee
Jun Jin
Ryu Geun-Chang
Lee Seok-Ju
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Abstract
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Purpose: We investigated the correlations among the purchasing decision factors, brand equity, purchasing satisfaction and word of mouth after buying spectacles.
Meterials and Methods: October to December 2011 in Gwangju, Daegu, Daejeon, eye glasses shop for the purchase of glasses for customers who visited the store 437 questionnaires were used for data analysis. Using SPSS 18.0 statistical program, we analyzed the correlations for purchase decision factors and analyzed purchase satisfaction and word of mouth over the multiple regression analysis.
Results: We can find that the purchasing decision factors were design & service for customer, product characteristics, buying experience and contents & community in order. and find that brand equity were perceived quality, brand awareness and brand image in order.
Conclusion: For improving purchasing satisfaction and word of mouth, we equipped for the competitiveness for design & service for customers and needed to effort to improve the quality for the brand equity.
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KEYWORD
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Purchase satisfaction, word of mouth, purchase decisions factor, brand equity
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