청주시 대학생소비자의 충동구매행동과 영향

Impulsive Purchasing Behaviors and Its Influences among University Students in Cheongju

Impulsive purchasing is to buy products or services without a purchasing plan because of various marketing stimuli. In the view of pragmatism focusing on economic efficiency, people have regarded impulsive purchasing as an irrational behavior. However, as the research about consumer behavior has increased, it has become known that impulsive purchase affords different kinds of benefits like imagination, pleasure, social and emotional satisfaction. In this research, we tried to find university students’ awareness of impulsive purchasing and its influences. For this purpose, we carried out a survey targeting university students in Cheongju city from June 3, 2010 to June, 7, 2010 and analyzed 197 questionnaires statistically. The final results are below. First, seventy percent of research subjects are able to understand what impulsive purchasing means. However, seventy five percent of them also answered they are impulsively purchasing. This means that consumers do not recognize impulsive purchasing as bad and a behavior that should be controlled. Second, the place where consumers do impulsive purchasing coincides with where they usually shop, which means that there is not any specific place to make impulsive purchases, but they are made at very ordinary places. Third, the most influential factor in impulsive purchasing is the urge to shop. On the other hand, self-regulation failed to show a statistically significant difference among three different consumer groups. Fourth, impulsive purchasing gives consumers positive feelings. There is no difference among the groups in negative feelings after impulsive purchasing; however, unplanned groups feel more positively in consumer satisfaction than all the rest of the groups after buying impulsively.