중국 온라인 쇼핑플랫폼 마케팅 촉진 자극이 충동구매, 강박구매, 쇼핑 만족도, 지속구매의도에 미치는 영향 = The Effects of Chinese Online Shopping Platform Marketing Promotion Stimuli on Impulse Buying, Compulsive Buying, Purchase Satisfaction, and Continuous Purchase Intention

다국어 초록 (Multilingual Abstract)

This study analyzed the usage status and the impact of marketing promotion stimuli on impulse buying and compulsive buying, shopping satisfaction, and continuous purchase intention of 300 male and female consumers in their 20s to 50s who use Chinese online shopping platforms. The results of the study showed that the reason for shopping was cost saving (35.7%), mobile devices (76.7%) were mainly used, and AliExpress (45.3%) was used the most. The main usage time was 9 p.m. to midnight (37.7%), the average number of monthly shopping sessions was 4 to 5 (33.9%), and the main purchase items were daily necessities (33.9%). The highest proportion of monthly average spending amounts was less than 50,000 won (52.7%). As a result of analyzing the effect of marketing promotion stimuli on impulse buying and compulsive buying, both purchasing behaviors were found to have a positive effect (t values 11.650*** and 10.261***, respectively), and impulse buying in particular had a greater effect. In addition, both impulse buying and compulsive buying had a positive effect on shopping satisfaction (t values 5.011*** and 3.220***, respectively), and shopping satisfaction also had a significant positive effect on continuous purchasing intention (t value 18.292***). The significance of the results of this study is that first, this study analyzed the actual status of online shopping usage targeting a wide range of age groups from 20s to 50s. Second, by clarifying the difference in the effect of marketing promotion stimuli on impulse buying and compulsive buying, it was revealed that marketing promotion had a stronger effect on impulse buying. Third, this study confirmed that such purchasing behavior increases shopping satisfaction and leads to continuous purchasing intention.
This suggests that impulse buying and compulsive buying do not necessarily lead to only negative outcomes.