충동구매 후의 정서상태가 쇼핑 재 행동에 미치는 영향 = 자아존중감과 감각추구성향의 조절효과를 중심으로

다국어 초록 (Multilingual Abstract)

This paper was to investigate influences of positive or negative emotion, which are occurred after impulse buying, on post behavior intention. Next, it explored the moderating effect of self-esteem and sensation seeking between those emotions and post behavior intention. The results of the study are as follow. First,k it showed that positive emotion after impulse buying was an important factor increasing post shopping intention. Because it had been analysed to have positive effect on shopping re-behaviour. Secondly, it verified that negative emotion after impulse buying was a factor decreasing post shopping intention because it had negative effect on shopping re-behaviour. Thirdly, it revealed that sensation seeking had the mediating effect between negative emotion after impulse buying and shopping re-behaviour. The findings could strengthen theories of impulse buying, and the implications of the study were discussed to provide tourism duty-free companies with marketing strategies on working-level.