마케팅자극이 충동구매성향에 미치는 영향 = 소비자의 쾌락성·혁신성·물질주의적 성향의 조절효과

다국어 초록 (Multilingual Abstract)

This paper tested moderating effects of consumers’ psychological characteristics between marketing stimuli and impulse buying tendency.
With 698 samples, the hypotheses were tested by moderating regression analysis. The survey results as follows; First, consumer psychological characteristics such as hedonism, innovativeness, and materialism have a positive effect on their impulse buying tendency. But consumer’s self-esteem was not indicated as the predictor or explanatory variables. Second, consumer psychological characteristics are considered as the moderating variables between marketing stimuli such as price-cut, an in-store display, store layout, merchandise allocation, so on and their impulse purchase tendency.
This paper suggests that marketers must understand the types and extent of occurrence of impulse purchases according to consumer psychological characters in order to segment target market and plan store layout, merchandise display, and pricing policy. Consumer is aware of the purchasing habit or psychological characteristics. Consumer don’t be led astray by marketing stimuli so, to be wisely consumption. This study also indicated that impulse buying became the significant and growing research theme in perspective of consumer psychological characteristics.

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