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The Effect of Shopping Emotions and Perceived Risk on Impulsive Buying: The Moderating Role of Buying Impulsiveness Trait

이유재|Grace Yuna Lee
경영연구소 (Management Research Center)|2008.12|Seoul Journal of Business|제14권 제2호|pp. 67-92|DOI 10.35152/snusjb.2008.14.2.004

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참고문헌

키워드

arousalpleasureperceived riskbuying impulsivenessimpulsive buying behaviorshopping emotions

초록

Using a sample of 163 consumers, the study provided evidence that arousal and perceived risk had effects on impulsive buying behavior. Perceived risk was negatively associated with impulsive buying behavior but not significantly related to impulsive buying intention, whereas pleasure, which was not related to actual behavior, was a predictor of impulsive buying intention. On the other hand, the buying impulsiveness trait was found to moderate the relationship between pleasure and impulsive buying intention. This study is expected to contribute to the body of knowledge by building a model that incorporates affective, cognitive, and individual factors related to impulsive buying.

Abstract

Using a sample of 163 consumers, the study provided evidence that arousal and perceived risk had effects on impulsive buying behavior. Perceived risk was negatively associated with impulsive buying behavior but not significantly related to impulsive buying intention, whereas pleasure, which was not related to actual behavior, was a predictor of impulsive buying intention. On the other hand, the buying impulsiveness trait was found to moderate the relationship between pleasure and impulsive buying intention. This study is expected to contribute to the body of knowledge by building a model that incorporates affective, cognitive, and individual factors related to impulsive buying.

참고문헌 (34)

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