심리적 기제가 충동구매 성향에 미치는 영향과 충동구매 성향에 따른 구매 후 평가의 차이: 의류제품 구매 상황을 중심으로 = Antecedents and Outcomes of Types of Impulsive Buying: Focused on Apparel Products

다국어 초록 (Multilingual Abstract)

This study examined the effects of demographic variables and psychological mechanisms (self-efficacy, needfor closure, and fashion innovativeness) on each of the four types of impulsive buying, including suggestionimpulsive buying, stimulus impulsive buying, pure impulsive buying, and reminder impulsive buying. In addition,the study analyzed the impact these four types had on evaluations after impulsive buying (i.e., diversion in mood,regret for buying decision and a sense of financial loss, and dissatisfaction of products). Data was collectedby a marketing research company from five hundreds consumers in seven different cities of South Koreawho experienced impulsive buying in the off-line apparel stores within the past three months. The results ofregression analyses indicated that self-efficacy and gender significantly affected suggestion impulsive buying.
That is, the higher consumers’ self-efficacy, the greater their suggestion impulsive buying was. In addition,women had higher Suggestion Impulsive Buying than men did. However, in case of Stimulus Impulsive Buying,gender was the only significant antecedent. That is, women had higher stimulus impulsive buying than mendid. In terms of pure impulsive buying, fashion innovativeness was a significant predictor, and for the reminderimpulsive buying level, fashion innovativeness and need for closure were significant predictors. Finally, pureand suggestion impulsive buying were correlated with positive consumer evaluations, while both stimulus andreminder impulsive buyings were correlated with negative consumer evaluations. Implications and future studieswere discussed.

참고문헌 (Reference)

1 문희강, "패션상품 충동구매 후 긍정적 감정 형성에 관한 연구 - 구매 후 인지적 효용평가의 매개효과를 중심으로 -" 한국소비자학회 20 (20): 203-220, 2009

2 박은주, "패션관여, 쾌락적 소비가 충동구매에 미치는 영향-한국과 미국 소비자의 비교-" 한국의류학회 30 (30): 1413-1422, 2006

3 이성수, "충동구매에서 성차: 물질주의와 인지적 종결욕구를 중심으로" 한국소비자·광고심리학회 9 (9): 475-495, 2008

4 서문식, "충동구매: 낭비적인가?" 한국소비자학회 20 (20): 65-92, 2009

5 윤남희, "충동구매 시 긍정적 감정형성과정에서 구매위험지각과 비구매위험지각의 역할" 한국의류학회 33 (33): 1398-1408, 2009

6 김화동, "인터넷 쇼핑상의 충동구매유형에 따른 소비자 특성 및 구매후 행동에 관한 연구" 한국광고홍보학회 7 (7): 297-318, 2005

7 이현정, "인터넷 쇼핑몰에서의 의류의 충동 구매에 관한 연구" 복식문화학회 14 (14): 917-931, 2006

8 전인수, "소비자의 인지적 특성이 사후가정사고를 통한 불만족에 미치는 영향" 한국상품학회 26 (26): 61-73, 2008

9 박은희, "대학생의 자기효능감 유형에 따른 소비가치" 한국생활과학회 17 (17): 927-938, 2008

10 Stern, H., "The significance of impulse buying today" 26 (26): 59-62, 1962

11 Lee, M. H., "The role of need for cognitive closure, psychological wellbeing, and social factors on impulse purchasing" Kyungpook National University 2010

12 Jang, H. S., "The review of the related studies on the attributes of the self-efficacy" 6 (6): 16-28, 1993

13 Min, J. Y., "The objects and contents of fashion conformity based on the types of fashion innovativeness" Seoul National University 2008

14 Son, Y. S., "The modality effect of advertising message structure based on involvement and the effect of advertising frame" Korean Broadcasting and Advertising Corporation 2009

15 Yoo, T. S., "The influence of sense of self-efficiency in the course of the decision for clothing purchase" 51 (51): 105-120, 2001

16 Yi, Y. J., "The influence of physical environment on service quality perception : A comparative study" 13 (13): 61-86, 1998

17 Chung, J. H., "The influence of need for cognitive closure on consumer behavior" Seoul National University 2008

18 Kim, M. H., "The influence of consumers’ perceived risk and regret-solution efforts upon the post-purchase behavioral intention: Focusing on the adjustment role of impulse buying types" Chung-Ang University 2008

19 Hwang, J. S., "The impact of store image preferences on clothing impulse purchasing of male college students" 51 (51): 51-58, 2001

20 Jun, D. K., "The effects of clothing consumers’ innate innovativeness on fashion innovativeness and fashion adoption" Seoul National University 2007

21 Rook, D. W., "The buying impulse" 14 (14): 189-199, 1987

22 Seong, Y. J., "Study on the influence of the consumption values on impulsive buying behavior" Seoul National University 1998

23 Bandura, A., "Social learning theory" Prentice-Hall 1977

24 Bandura, A., "Social cognitive theory : An agentic perspective" 52 : 1-26, 2001

25 Oliver, R. L., "Satisfaction: A behavioral perspective on the consumer" The McGraw-Hill 1997

26 Rook, D. W., "Normative influences on impulse buying behavior" 22 (22): 305-313, 1995

27 Kruglanski, A. W., "Motivated closing of the mind: “seizing” and “freezing”" 103 (103): 263-283, 1996

28 Rook, D. W., "In the mood : Impulse buying’s affective antecedents" 6 : 1-28, 1993

29 Beatty, S. E., "Impulse buying : Modeling its precursors" 74 (74): 161-191, 1998

30 Wolman, B. B., "Dictionary of behavioral science" Van Nostrand Reinhold Co 1973

31 Kollat, D. T., "Customer impulse purchasing behavior" 4 (4): 21-31, 1967

32 Rook, D. W., "Consuming impulse" 12 : 23-27, 1985

33 Kim, H. N., "Consumer segmentation of clothing products by fashion conformity/innovativeness and their Reference groups" 25 (25): 1341-1352, 2001

34 Jeon, J. O., "An empirical study on the measurement &influencing variables of impulse buying" 3 (3): 135-160, 1998

35 Ahn, S. C., "A study on the purchase behavior and the psychological characteristics of the impulse-buying consumers" 34 (34): 1-19, 1996

36 Oh, J. C., "A study on the impulsive buying of digital contents using theory of planned behavior: Focused on sensation seeking tendency" (11) : 477-504, 2007

37 Jeon, H. S., "A study on the factors influencing women entrepreneurs’ impulsive purchasing and satisfaction" 23 : 249-267, 2002

38 Park, J. G., "A study on the determinants and the result of impulse buying in the cable TV home shopping market" Yonsei University 2002

39 Kim, Y. W., "A study of the moderating effects of consumer psychological characteristics and satisfaction after purchase in impulse buying: Focused on TV home-shopping purchasers" Hanyang University 2006

40 Kim, S. U., "A study of the influential factors of impulsive buying at big discount stores" 189-190, 2008

41 Park, S. H., "A study of the influence of on-line word-ofmouth on the customer purchase intention" Inha University 2011

42 Kang, K. J., "A study of impulse buying and marketing stimulus factors of clothing consumer" 36 : 25-41, 1998

43 Kim, H. M., "A qualitative study on impulse purchases of fashion products" Kookmin University 2011

44 Hausman, A., "A Multi-method investigation of consumer motivation in impulse buying behavior" 17 (17): 403-426, 2000