Hiju Yoon, Fashion Industry and Consumer Studies Department of Ewha Womans University, Seoul, Korea
Jiyoung Yoon, Department of Consumer Studies, Ewha Womans University, Seoul, Korea
The purpose of this study is to examine and categorize the motives of purchasing products built on historical storytelling in terms of socially responsible consumption. For this purpose, in-depth interviews were conducted with female college students in their 20s who have purchased products built on historical storytelling stimulated consumers’ purchase intention were done. Participants perceived that product or brand built on historical storytelling and social responsibility has outstanding market competitiveness. They also stated that they are more encouraged to purchase because they feel the way that they are contributing to society by buying products and historical storytelling it contains. Through this study, it was able to find out the perception of socially responsible consumption based on history which reflects the changed social trend. It is also expected to function as empirical basis of product development and corporate marketing based on storytelling.
Historical Storytelling, Socially Responsible Consumption, Storytelling, Purchase Motive, Phenomenological Study, Qualitative Research
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APA:
Yoon, H., & Yoon, J. (2020). A Qualitative Research on the Motives of Purchasing Historical Storytelling Products. Journal of Humanities Research and Methodology (JHRM), ISSN: 2652-6034, NADIA, 1(1), 1-6. doi: 10.33832/jhrm.2020.1.1.01.
MLA:
Yoon, Hiju, et al. “A Qualitative Research on the Motives of Purchasing Historical Storytelling Products.” Journal of Humanities Research and Methodology, ISSN: 2652-6034, NADIA, vol. 1, no. 1, 2020, pp. 1-6. JHRM, http://article.nadiapub.com/JHRM/vol1_no1/1.html.
IEEE:
[1] H. Yoon, and J. Yoon, "A Qualitative Research on the Motives of Purchasing Historical Storytelling Products." Journal of Humanities Research and Methodology (JHRM), ISSN: 2652-6034, NADIA, vol. 1, no. 1, pp. 1-6, Apr 2020.
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