소셜커머스 환경에서 외식상품 소비자의 감정이 충동구매에 미치는 영향

The Effect of Restaurant Products Purchaser's Emotion for Impulse Buying in Social Commerce

The development of mobile technology and simplified payment, however, make people do impulse buying, and it helps the social commerce web site to generate sales sharply. Meanwhile, the previous researches on the social commerce only is concerned about consumer behavior on rational thinking so that there is not enough research on impulse buying. Impulse buying put a different complexion on consumer behavior when it compares to planned shopping behavior, and it is based on the emotion. Hence, a study of impulse buying that is accompanied by psychological, emotional change is needed, not the research on decision making process in purchasing based on consumer’s rational thinking. In this research, we surveyed about restaurant product which is frequently purchased on the social commerce. The authors propose perceived ease of use, perceived enjoyment, discounted price, and merchandise attractiveness as requisite of cognition. Then, this study investigates the effect of restaurants product purchaser's emotion for impulse buying in social commerce.