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Exploring Factors of Consumer’s Impulsive Buying Behavior in Mobile Social Commerce

곽나연|이중정|문정근
한국디지털정책학회 (The Society of Digital Policy & Management)|2019.02|디지털융복합연구 (Journal of Digital Convergence)|제17권 제2호|pp. 113-125|DOI https://doi.org/10.14400/JDC.2019.17.2.113

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참고문헌

키워드

충동구매소비자 행동개인적 특성Impulsive buyingPersonal traitsCustomer behaviorMobile social commerce모바일 소셜커머스Information attributes제공정보 특성

초록

Mobile social commerce is one of the fastest growing distribution channels in recent years. Therefore, it is important to understand customer's buying behavior in mobile social commerce in order to continuously grow in the competitive mobile social commerce market. To achieve the purpose of this study is to investigate how impulsive buying behaviors are applied in mobile shopping and how factors affect impulse purchasing in online shopping. In order to verify the hypothesis, we surveyed the customers who have experiences of using mobile social commerce and analyzed 280 valid data by Smart PLS 3.0. As a result, it was confirmed that consumers' innovation and purchasing experience influenced impulse purchase in mobile social commerce, and scarcity messages among information attributes affect impulse buying. Through this study, impulsive buying behavior which is a frequently analyzed variable in an online shopping context will be extended to the mobile shopping context. and it will provide practical implications for customer strategy establishment in mobile social commerce market.

Abstract

Mobile social commerce is one of the fastest growing distribution channels in recent years. Therefore, it is important to understand customer's buying behavior in mobile social commerce in order to continuously grow in the competitive mobile social commerce market. To achieve the purpose of this study is to investigate how impulsive buying behaviors are applied in mobile shopping and how factors affect impulse purchasing in online shopping. In order to verify the hypothesis, we surveyed the customers who have experiences of using mobile social commerce and analyzed 280 valid data by Smart PLS 3.0. As a result, it was confirmed that consumers' innovation and purchasing experience influenced impulse purchase in mobile social commerce, and scarcity messages among information attributes affect impulse buying. Through this study, impulsive buying behavior which is a frequently analyzed variable in an online shopping context will be extended to the mobile shopping context. and it will provide practical implications for customer strategy establishment in mobile social commerce market.

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