온라인 패션뷰티 소비자의 충동구매 유형별 마케팅 정보 활용에 관한 연구

A Study of the Use of Marketing Information by Type of Impulse Buying in Online Fashion Beauty Consumers

The purpose of this study is to attempted to analyze differences between use of sales promotion and fashion beauty information by the type of impulse buying in order to classify online fashion beauty consumers by the type of impulse buying and analyze the use of related marketing information. The data were analyzed by factor analysis, cluster analysis, one-way ANOVA and Duncan test. The following results were obtained: First, impulse buying behavior was classified into five types: affective impulse buying, provocative impulse buying, situational impulse buying, reminder impulse buying and pure impulse buying. Second, in terms of subordinate dimension of impulse buying behavior, it was classified into three types of consumer groups. Third, according to analysis of differences in the use of marketing information by the type of impulse buying in online fashion beauty consumers, a significant difference was observed in the limited use of sales promotion information by the type of impulse buying.