EXTENDING THE UNPLANNED PURCHASE TYPOLOGY AND SHOPPER SENTIMENT TOWARD UNPLANNED PURCHASE
(주)코리아스칼라
- 최초 등록일
- 2023.07.17
- 최종 저작일
- 2023.07
- 5페이지/ 어도비 PDF
- 가격 4,000원
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Hiroshi Nakamura, Yukari Sugimoto, Kazumasa Suzuki
영어 초록
This study extends the previously classified typology of unplanned purchases to accommodate the increase in online purchases. We also measured the impact of unplanned purchases on shoppers from an emotional perspective. As a result, new types of unplanned purchases, such as "novelty," "recall," "salience," "reference price," "risk aversion," and "embodied cognition," were derived. Furthermore, among unplanned purchases, salience purchases were found to significantly increase shoppers' interest. This result indicate that the importance of marketing strategies that take salience into account for manufacturers and retailers.
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