Continuity of retail therapy of fashion product shopping - A daily diary analysis -
Song, Yea Jin
Since the late 2000s, healing which is comforts and heals the tiredness has been emerging as a consumer trend, from economic recession and social relationships. This is emerging through consumers’ attitudes about their present happiness. Previous studies have explained that consumers can feel better through shopping, and introduced concepts such as 'Retail Therapy' or 'Therapy Shopping'. This study analyzes the participants’ diary for a week to find the mechanism of retail therapy effect and continuity.