방문판매 유통 환경에서 구매 의사결정 단계별 커뮤니케이션 접점의 효과: 정보성, 매력성, 구매 영향력을 중심으로

초록

The purpose of the current study is to examine the communication contact points through the consumer purchase decision making process. The study examined the effects of those contact points in terms of their informativeness, attractiveness and purchase influence in the context of door-to-door sales and gauged the influence of the level of knowledge of door-to-door sales. It also compared the perception of the effects of those contact points between consumers and door-to-door sales persons. The result of the study shows that the informativeness, attractiveness and purchase influence of different communication contact points varied in door-to-door context. Furthermore, the perception of the effectiveness of each contact point type differed between consumers and sales persons, which indicates that the selection and use of contact point in the field needs more scientific and strategic approaches.

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