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김유라(Yu ra Kim),나상원(Sang Won Na),박진수(Jin su Park),신고은(Go Eun Shin),김은영(Eun Young Kim) 충북대학교 생활과학연구소 2015 생활과학연구논총 Vol.19 No.2
This study is to examine a consumer response to POP ads and its effect on impulse buying behavior in the context of fashion retailing. Three types of POP (e.g. discount sales, odd price, bundling price) were selected and a total of six stimuli were created. For collecting data, a self-administered questionnaire was developed based on literatures. A total of 378 responses were obtained from university students who are aged from 18 to 26 years old. Findings showed that there were differences in cognitive and emotional responses among different POP types. Specifically, consumers' cognitive and emotional responses were rated more highly in the POP with discount sales(e.g. Up to 50%), than in the others. For cognitive responses, favorable attitude toward POP ads had positive effect on impulse buying behavior. Also, as a emotional response, pleasure had a positive effect on impulse buying behavior. This study discussed a managerial implication into developing effective promotional advertising in retail environments.