The number of single consumers in Korea has recently undergone a rapid increase, making this demographic a major consumer market. Through this study, we attempt to better understand this group by focusing on single consumers’ decision-making and the factors influencing their fashion purchases. To this end, we investigate the relationships between feelings of self-consciousness, information search tendencies, decision-making, and post-purchase satisfaction of single-person households after fashion purchases. Data were obtained from 717 questionnaire responses from individuals aged 20–49 years from single-person households. The results of the study showed that the relationship between private self-consciousness and introverted information searches was stronger than that between private self-consciousness and extroverted information searches. The relationship between public self-consciousness and extroverted information searches was stronger than that between public self-consciousness and introverted information searches. In addition, introverted information searches had a positive relationship with self-determination, while extroverted information searches were significantly related only to non-self-determination. Finally, the positive relationship between satisfaction and self-determination was stronger than that between satisfaction and non-self-determination. Overall, the study identified important factors affecting the decision-making process of single Koreans. These findings are vital for Korean fashion marketers, and managerial suggestions are included to implement marketing strategies to target single people.

中文翻译：

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影响单身韩国人的时尚购买决策的因素

最近，韩国的单一消费者数量迅速增加，使这一人口成为主要的消费市场。通过这项研究，我们试图通过关注单个消费者的决策以及影响其时尚购买的因素来更好地了解这一群体。为此，我们调查了时尚购买后单身家庭的自我意识，信息搜索倾向，决策和购买后满意度之间的关系。数据来自单人家庭的20-49岁个人的717个问卷调查表。研究结果表明，私人自我意识与内向信息搜索之间的关系要强于私人自我意识与外向信息搜索之间的关系。公众自我意识与性格外向的信息搜索之间的关系要强于公众自我意识与性格内向的信息搜索之间的关系。此外，性格内向的信息搜索与自决有正相关，而性格外向的信息搜索仅与非自决有显着关系。最后，满意与自决之间的正向关系要强于满意与非自决之间的正向关系。总体而言，该研究确定了影响单身韩国人决策过程的重要因素。这些发现对韩国时尚营销人员至关重要，并包括管理建议，以实施针对单身人群的营销策略。