충동구매 메커니즘에 관한 연구 = A Study on the Impulse Buying Mechanism

다국어 초록 (Multilingual Abstract)

This study emphasized the need to diversity the impulse buying mechanism. For that, qualitative investigation was conducted first to analyze the impulse buying factors perceived by consumers. In this process, this study intended to reflect current perception of consumers towards the impulse buying based on comprehensive arrangement of the existing studies related to the impulse buying. In the study I, consumers tended to recognize the impulse buying experience when they have regret after purchase based on the criteria for judging the impulsive buying, and were found to recognize the impulse buying when their existing purchase habit and the purchase criteria were changed by impulsivity from morphological aspect. In the study 2, two types of impulse buying mechanism were experimented. Impulse buying was found to be also perceived from the mechanism of “stimulus - impulse - conflict - behavior”, as well as the mechanism of “stimulus - consumption impulsivity -behavior”. Moreover, consumers were found to have more regret after the impulse buying in the mechanism involving the conflict among the two mechanism. In the study 3, an experiment was conducted in relation to the psychological mechanism existent between the conflict and behavior in the process of impulse buying. In this process, the assumption about inaction regret was found to be the important mechanism that can induce impulse buying. Therefore, the sense of regret in impulse buying mechanism is not only the factor leading to the perception of impulse buying but also may function as the decisive factor inducing the impulse buying.

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