소비자 특성변인과 마케팅 자극변인이 패션제품 충동구매에 미치는 영향

The Effects of Consumer’s characteristics and Marketing Stimulus factors on impulsive buying behaviors of fashion products

The purpose of this study were to identify impulse buying in consumer’s of irrationally decision making type, by examining the effect of impulse buying each other interaction in accordance with browsing and sales promotion on Consumer’s shopping orientation and involvement for fashion products to a suitable promotion strategy establishment in store. For the purpose of this study, questionnaires were distributed during September 30-October 4. 2002. to 500 adults female consumers shopped in a department store who lived in Gwang-ju. The data collected from the questionnaire answers were analyzed using factor analysis, cluster analysis, ANOVA. Duncan’s multiple range test, t-test, and descriptive statistics. The results were as follows: 1. The results obtained by analyzing with respect to the impulse buying tendency of consumer was divided by pure impulse buying, reminder impulse buying and planned buying factor. 2. To identify the shopper types, shopping orientations were factor analyzed resulting four factors, such as conspicuous orientation, hedonic orientation, economicalㆍrational orientation and conformityㆍdependence orientation. Four group were identified according to the factor scores : conspicuous pursuit group : hedonic pursuit group : economicalㆍrational pursuit group : shopping indifference group. 3. The shopping orientation significantly influenced impulsive buying. Specially, conspicuous pursuit group and hedonic pursuit group showed that these were more impulsive buying than economicalㆍrational pursuit group and shopping indifference group. 4. The involvement of fashion products significantly influenced impulsive buying. High involvement group showed that this group was more impulsive buying than low involvement group. Specially, it was showed more reminder impulsive buying. 5. The effect of shopping orientation and involvement on impulsive buying was found to have no significant difference depending on the in-store browsing. 6. The effect of shopping orientation and involvement of consumer on impulsive buying was found to have partly significant difference depending on the sales promotion. In additionally, there were significant difference among the impulsive buying of consumer by demographic variables such as age, marriage or not marriage, job, level of income.