This study investigates the decision-making processes of Iranian women in their twenties who purchased Hallyu beauty and fashion products. We conducted ten in-depth interviews of Hallyu enthusiasts who previously purchased Hallyu products. Interviewees were recruited using a snowball sampling technique based on nonprobability sampling. Interviews were conducted in the 1:1 in-depth interview format for one hour of each interview from April 11, 2017, to May 14, 2017, using semi-structured questionnaires, and recorded with consent. Our analysis of the characteristics of consumption behaviors of the women used seven steps of the purchase decision-making process. This study used interviews to analyze the following questions. Research Question 1. What is the decision process for Iranian women's consumer products purchase? Research Question 2. What are the characteristics and meaning of each stage of Iranian women's consumer decision- making process? Data collection in this study was limited to participants in their twenties; however, this research will be helpful for future Hallyu and Iranian consumer analysis. A follow-up study should examine the purchasing decisions of women in additional age groups in order to generalize the results.
|Translated title of the contribution||An exploratory study on Hallyu product purchase decision making process of Iranian women in their 20s -Based on beauty products and fashion products-|
|Number of pages||18|
|Journal||Journal of the Korean Society of Clothing and Textiles|
|Publication status||Published - 2018|
Bibliographical notePublisher Copyright:
© 2019, The Korean Society of Clothing and Textiles.
All Science Journal Classification (ASJC) codes
- Polymers and Plastics
- Arts and Humanities (miscellaneous)
- Human Factors and Ergonomics
- Industrial and Manufacturing Engineering
- Social Sciences (miscellaneous)
- Materials Science (miscellaneous)