크라우드펀딩을 사용하는 소비자의 패션·디자인 제품 구매의사결정과정에 관한 탐색적 연구

Background The diversification of sales channels due to changes in consumer lifestyles presents both easier business opportunities and a surge in technological innovation and idea-based entrepreneurship. Simultaneously, the crowdfunding market is expanding as a platform integrated with social media for enhanced brand promotion and increased customer engagement. This study aimed to use qualitative research methods to analyze the purchase decision-making process of consumers buying fashion and design products through crowdfunding. Methods Interviews with consumers experienced in reward-based crowdfunding and iterative comparison and analysis of community comments on crowdfunding platforms were conducted and analyzed using the qualitative research program MAXQDA. Result Based on the five-stage model of the purchasing decision-making process, the results of analyzing the purchasing decision-making process of consumers using crowdfunding are as follows. The categories are as follows: the need recognition stage(media influence, platform exploration), the information search stage(consumer benefits, project trust, project story), the alternative evaluation stage(platform comparison), the purchase decision stage(project participation, risk factors, project support and number of followers), and the postpurchase behavior stage(satisfaction, project success and failure). Conclusion This research provides a foundation for further exploration of crowdfunding platforms as emerging distribution channels. It also offers valuable insights for companies planning crowdfunding initiatives, aiding in understanding consumer psychology and informing effective marketing strategies.