인터넷 쇼핑몰에서의 의류의 충동 구매에 관한 연구

Abstract

The purpose of this study was to understand impulse buying typology for apparel products in the internet shopping. Also, analysis of influences is conducted to ascertain if a influence exists between factors which are consumer's interior factor & exterior condition, marketing stimulus of internet shopping, and consumer's general behavior in internet shopping and impulse buying typology, after offer fundamental information for internet marketing.As a result of analyzing the relationship between consumers' interior factors and impulse buying, the author found out that consumers' pure impulse buying was much influenced by the timing to buy new clothing, willingness to risk trying new designs and preference for up-to-date designs, and enjoyment derived from the buying itself. As a result of analyzing the relationship between consumers' exterior conditions and impulse buying, the author learned that impulse buying was also influenced by shopping time length, shoppers' mood and sentiments, and budgeting. As a result of analyzing the relationship between marketing stimulus and impulse buying, the author found out that impulse buying was the most influenced by facilitative marketing stimuli. Lastly, as a result of analyzing the relationship between shopping behaviors & socio-demographical variables and impulse buying propensities in Internet shopping malls, the author learned that pure impulse buying, reminder & suggestion impulse buying, and planned impulse buying are influenced by the period and frequency of using Internet shopping malls for clothes, purchase amount, and the time length of the shopping.