공동구매특성이 소비자의 태도와 재수용에 미치는 영향

The Effect of Joint Purchase on Persuasion and Reacceptance

The study is aimed to figure out whether a customer will continue acceptance of a certain product and recommend it to neighbors. Using SPSS_win 10.0 package, we made a frequency analysis on preference by kinds of products and essential considerations (low price, safety, delivery, time saving, convenient payment, and the like) in purchasing. We also analyzed feasibility and reliability and made a regression analysis in order to identify extents of re-acceptance of joint purchase according to such features (as price-to-performance, convenience, safety in payment, and provision of diverse products) and of recommendation to neighbors. As a result of a series of analyses, book & music disc, clothing & footwear, and computer & peripheral devices were found to be most preferred, and in terms of the elements to be primarily considered in purchasing, respondents pointed out low price and safety & stability. As well, such elements as safety in payment and provision of diverse products are seen as sub-elements of the element of convenience. Meanwhile, in the aspect of re-acceptance, 'price-to-performance' and 'provision of diverse products' look like having significant effects on joint purchase, while in the aspect of the recommendation to neighbors, only 'price-to-performance' affected meaningfully, joint purchase.