The Effects of Consumer Purchasing Behavioral Characteristics, Decision-Making Disorder, and Consumer Confusion on New Technology Product Purchasing Failure

Background/Objectives: Purchasing a new technology product is more difficult or confusing for consumers than purchasing an existing product, and there is a high probability of feeling a sense of failure after purchase. Methods: this study investigated the factors influencing consumer decision-making disorder, consumer confusion, and a sense of failure after purchasing a new technology product using a regression analysis method. Second, four types of purchasing behavior characteristics of consumers were selected as independent variables, and consumer decision-making disability and consumer confusion variables were used as parameters to determine failure after purchasing new technology products. Results: The main results of this study are presented as follows. First, as a result of regression analysis, the level of decision- making disorder of consumers was found to be high when the level of household income was low and when there were children. Second, looking at the results of covariate structural analysis, trend-seeking and novelty-seeking tended to increase the level of deci sion-making disability, while planning-seeking and prudence-seeking tendencies lowered decision-making disabili ty. On the other hand, it was found that the pursuit of novelty and fashion increased the level of consumer confusion, while the pursuit of planning and prudence lowered the level of consumer confusion. Third, it was found that decision-making disability and consumer confusion increase the level of consumers' sense of failure after purchasing a new technology product. Conclusion/Implications: Summarizing the results so far, it can be said that increasing planning and prudence can reduce decision-making obstacles and consumer confusion, ultimately reducing failure after purchasing new technology products. Conversely, since the level of decision-making disorder and consumer confusion are positively affected by the fashion-seeking propensity, it is necessary to reduce the fashion-seeking propensity.