Purpose The purpose of this paper is to explore the antecedents of actual purchase behavior vs satisfaction at the point of purchase and the antecedents of actual unplanned vs planned purchase behavior. Design/methodology/approach By using both survey and actual purchase data from a total of 3,300 shoppers of a Korean fast fashion brand, the multivariate regression analysis and two separate logistic regression analyses were compared to respond to the research questions. Findings The noticeable point of the findings is that the factors influencing the level of satisfaction and the probability to purchase were different. As common factors for both actual purchase and satisfaction, value for money, and affordable price are the first things that the practitioners have to keep in mind when developing a strategy for fast fashion stores. However, unplanned shoppers, who are over half of buyers, are negatively influenced by the affordable prices in their buying decisions. Practical implications The results of this study have implications for the retailers, especially those selling fast fashion products in South Korea. Originality/value The current study has merit because of its use of secondary data collected by a large marketing research company on Korean domestic fast fashion brand. In particular, the combination of the large sample survey data collected right after shopping and the actual receipt of purchase has its unique value.

中文翻译：

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影响满意度和实际购买的因素是否相同？计划外采购与计划采购的比较

目的本文的目的是探讨实际购买行为与购买点满意度的前因，以及实际计划外与计划购买行为的前因。设计/方法/方法 通过使用来自韩国快时尚品牌的 3,300 名购物者的调查和实际购买数据，多变量回归分析和两个单独的逻辑回归分析进行了比较，以回答研究问题。调查结果 调查结果的显着点是影响满意度和购买概率的因素不同。作为实际购买和满意度的共同因素，物有所值和负担得起的价格是从业者在制定快时尚店战略时必须牢记的第一件事。然而，半数以上的无计划购物者在他们的购买决定中受到负担得起的价格的负面影响。实际意义 这项研究的结果对零售商有影响，尤其是在韩国销售快时尚产品的零售商。原创性/价值 目前的研究是有价值的，因为它使用了一家大型营销研究公司收集的关于韩国国内快时尚品牌的二手数据。尤其是购物后立即收集的大样本调查数据与实际购买收据相结合，具有其独特的价值。尤其是那些在韩国销售快时尚产品的人。原创性/价值 目前的研究是有价值的，因为它使用了一家大型营销研究公司收集的关于韩国国内快时尚品牌的二手数据。尤其是购物后立即收集的大样本调查数据与实际购买收据相结合，具有其独特的价值。尤其是那些在韩国销售快时尚产品的人。原创性/价值 目前的研究是有价值的，因为它使用了一家大型营销研究公司收集的关于韩国国内快时尚品牌的二手数据。尤其是购物后立即收集的大样本调查数据与实际购买收据相结合，具有其独特的价值。