해외여행자들의 패션제품 충동구매의 영향요인

Influence Fators of Impulse Buying of Overseas Travelers for Fashion Products

&nbsp;&nbsp;The purpose of this study was to examine the influencial factors of impulse buying for fashion products related to overseas shopping.<BR>&nbsp;&nbsp;Data were obtained from 230 adult male and female consumers living in Busan who have traveled overseas in the last year, and were analyzed by factor analysis, Cronbach&quot;s alpha test, t-test, and chi-square test, using SPSS by WIN 12.0.<BR>&nbsp;&nbsp;The results of this study were as follows:<BR>&nbsp;&nbsp;First, purchasing situation that affected impulse buying of overseas travelers consisted of Price/brand situation, Mood/affection situation, Store atmosphere situation, Memorial situation, and Others&quot; recommendation situation.<BR>&nbsp;&nbsp;Perceived risk of overseas travelers were composed of Appropriateness/comfortableness risk, Fashion/prestige risk, and Economic risk. The preferred store types of overseas travelers were Duty free shops and Department stores.<BR>&nbsp;&nbsp;Second, overseas travelers were more likely to buy impulsively fashion products which were famous brands and less expensive than domestic price. They also bought those items when they were in good mood, were affected by store atmosphere, others‘ recommendation, and perceived as a memorial product. There were no significant differences in perceived risk factors between impulse buyers and non-impulse buyers, although both groups were highly perceived risks appropriateness and comfortableness or of their images.<BR>&nbsp;&nbsp;Overseas travelers visited most frequently duty free shops to buy fashion products. Impulse buyers of overseas travelers were more likely to visit department stores and shopping mall than non-impulse buyers.<BR>&nbsp;&nbsp;Finally, there are differences in purchasing situations and store types to buy fashion products between impulse buyers and non-impulse buyers of overseas travelers. This study could provide managerial implications for developing strategies fashion products related to overseas traveling.