중국인터넷쇼핑몰 이용자들의 소비태도와 소비감정이 충동구매 및 고객 만족에 미치는 영향에 관한 연구: 이익인지 조절효과 중심으로

The Effects of Consumption Emotion and Attitude of Internet Shopping Mall Users on Customer Satisfaction and Impulse Buying in China

The daily lives and marketing activities of the Chinese are seriously affected by the boom inInternet shopping. Consequently, a research study which focuses on consumption emotion andattitude of Internet users in China is warranted. Moreover, influences of such behavior onprofit recognition by Internet-based shopping malls when Chinese people use the Internet andhow these affect impulse buying and customer satisfaction were likewise explored. This studywas conducted via a survey targeting Internet users in China and attempted to find out howconsumption emotion (whether positive emotion or negative emotion) and attitude affectimpulse buying and customer satisfaction of Internet shopping mall users relative to profitrecognition by Internet shopping malls. This study, which analyzes Chinese Internet users, hastheoretical underpinnings and has implications to domestic online companies planning toextend their business to China.