Consumer Interaction Styles and Attitudes toward Salespersons in the Marketplace

Original Article

Journal of the Korean Home Economics Association 1999;37(9):73-84.

구매과정에서의 판매자에 대한 소비자들의 태도와 유형

김정훈

원광대학교 가정관리학과

Consumer Interaction Styles and Attitudes toward Salespersons in the Marketplace

김정훈

ABSTRACT

This study investigated to understand the styles and attitudes toward salespersons and to compare the differences of the interaction in the marketplace among the generations. 920 samples were surveyed in Chunlabuk-do and 851 samples were used for the statistical analysis. As results of this study, 1) consumers’assertiveness level was less than one’s non-assertiveness level and aggressiveness level. 2) The aggressive type was the most popular type of the interaction and the assertive type was the most unpopular type. 3) The significant differences were found in the interaction altitudes and types of it among generation and between sexes for the whole sample.4) The religion was the significant variable in the differences of the interaction type for the adolescents and the elderly.