온라인 쇼핑에서 소비자 성향이 충동구매 유형에 미치는 영향에 관한 연구

A Study on the Effects of Consumer Propensity on Impulse Purchase Types in Online Shopping

Purpose - This study analyzed the effects of consumer propensity on impulse purchase types of consumers in online shopping. Design/methodology/approach - It was posited that consumer propensity in terms of hedonism, self-extension, show-seeking, personality-seeking and quality-orientedness affects the four impulse purchase types of consumers, namely, pure impulse, reminder impulse, suggestion impulse and planned impulse. A research model was constructed in this light. A total of 427 respondents participated in a questionnaire survey for online shopping consumers. The research model was empirically analyzed using confirmatory factor analysis and path analysis via structural equation modeling. Findings - Results show that hedonism affects all impulse purchase types, and show-seeking influences the impulse purchase types except planned impulse purchase. Personality-seeking is positive for pure impulse purchase, and being quality oriented has a negative influence on pure impulse purchase. However, self-extension did not affect pure impulse purchase and reminder impulse purchase. Research implications or Originality –This study revealed that the pleasure of shopping is more important than the value of shopping in impulse buying on online shopping. In this study, based on the results, we suggested a practical method to strategically utilize impulsive purchase tendencies of customers consumer propensity on online.