오프라인 점포에서 패션상품 충동구매에 관한 연구

Abstract

In order to suggest to marketing strategies for increasing the sales of domestic fashion firms in the current economic downturn, this study aims to analyze the difference of the four dimensions of impulse buying (pure IB, emotional IB, situational IB, and stimulus IB) according to demographic information (sex, age) and fashion leadership. In addition, this study investigated the effects of shopping emotions (pleasure, arousal, and dominance) on the four dimensions of IB. An online survey was developed, and the data were collected from 374 respondents who visited a fashion retail store within one month. The analysis results revealed that the female consumers had higher level of emotional IB compared to the male consumers; any IB was not different according to age; the fashion leaders had relatively higher level of emotional IB and situational IB; pleasure and arousal affected pure IB, arousal strongly affected emotional IB, pleasure and dominance affected situational IB, and arousal affected stimulus IB.