신체만족도와 의복태도에 따른 소비자의 충동구매와 부정적 소비자상황에 관한 연구

Abstract

The college students selected by random sampling were classified into four groups by their body cathexis and clothing attitude to investigate differences in the consumer`s Impulse-Buying in a negative consumer situation.Consumer cluster were classified into four groups: positive congruity(G1), positive incongruity(G2), negative congruity(G3), negative incongruity(G4).The result are as follows: G1 had high impulse. After Impulse-buying in a negative consumer situation they had negative attitude. G2 tends to do Impulse-buying a lot in a negative consumer situation. G3 had low impulse. After impulse-buying in a negative consumer situation they had both positive and negative attitude. After impulse-buying, G4 had negative and they tend to do a pure impulse buying in a negative consumer situation. As a result, the buying-impulse could cause the impulse-buying.