온라인 쇼핑에서 소비자 성향이 충동구매 유형에 미치는 영향에 관한 연구

• 영문명: A Study on the Effects of Consumer Propensity on Impulse Purchase Types in Online Shopping
• 발행기관: 한국무역연구원
• 저자명: 임동섭(Dong-Sub Lim) 이석인(Seok-In Lee) 윤철호(Cheol-Ho Yoon)
• 간행물 정보: 『무역연구』제15권 제5호, 435~450쪽, 전체 16쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2019.10.30

영문 초록

Purpose - This study analyzed the effects of consumer propensity on impulse purchase types of consumers in online shopping. Design/methodology/approach - It was posited that consumer propensity in terms of hedonism, self-extension, show-seeking, personality-seeking and quality-orientedness affects the four impulse purchase types of consumers, namely, pure impulse, reminder impulse, suggestion impulse and planned impulse. A research model was constructed in this light. A total of 427 respondents participated in a questionnaire survey for online shopping consumers. The research model was empirically analyzed using confirmatory factor analysis and path analysis via structural equation modeling. Findings - Results show that hedonism affects all impulse purchase types, and show-seeking influences the impulse purchase types except planned impulse purchase. Personality-seeking is positive for pure impulse purchase, and being quality oriented has a negative influence on pure impulse purchase. However, self-extension did not affect pure impulse purchase and reminder impulse purchase. Research implications or Originality –This study revealed that the pleasure of shopping is more important than the value of shopping in impulse buying on online shopping. In this study, based on the results, we suggested a practical method to strategically utilize impulsive purchase tendencies of customers consumer propensity on online.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구모형 및 가설설정

Ⅳ. 연구방법론

Ⅴ. 연구결과

Ⅵ. 결론

키워드

Consumer Propensity Impulse Buying Impulse Purchase Type Online Shopping