쇼핑가치, 긍정적 감정 및 구매압박감이 의류제품의 e-충동구매에 미치는 영향 (Effects of Shopping Value, Positive Emotion and Urge to Buy Impulsively on E-impulse Buying for Apparel Products)

서지정보

· 발행기관 : 한국의류학회
· 수록지 정보 : 한국의류학회지 / 38권 / 1호 / 87 ~ 96페이지
· 저자명 : 강은미, 유정, 박은주

초록

E-shopping is traditional method to purchase products in a modern society. Fashion products are one ofthe most popular product categories sold and impulsively bought online. This study examined the causalrelationship of shopping value, positive emotion, urge to buy impulsively, and e-impulse buying in the contextof shopping for apparel products. A self-administered questionnaire developed from the literature wasadministered in class to 501 female college students in Busan. AMOS 21.0 estimated the structural equationmodel of e-impulse buying using a correlation matrix with a maximum likelihood. The analysis of the datasupported most of the predictions. The results suggested that consumer shopping values (hedonic shoppingvalue and utilitarian shopping value) had a positive effect on positive emotion; in addition, positive emotionurge to buy impulsively directly affected the e-impulse buying of apparel products. In the structural model,e-impulse buying of consumers can be predicted by the attitudinal component (e.g., shopping values), emotionalfactors (e.g., enthusiastic or proud), and the urge to buy impulsively felt by young consumers. Thereare implications that both positive emotion and impulsive buying are important predictors for the e-impulsebuying of apparel products by consumers. Moreover, the urge to buy impulsively was an important mediatorto determine the e-impulse buying of apparel products. This study provides insight to retailers and researchersto understand the structural relationship of consumer characteristics and the e-impulse buying of apparelproducts.

영어초록

E-shopping is traditional method to purchase products in a modern society. Fashion products are one ofthe most popular product categories sold and impulsively bought online. This study examined the causalrelationship of shopping value, positive emotion, urge to buy impulsively, and e-impulse buying in the contextof shopping for apparel products. A self-administered questionnaire developed from the literature wasadministered in class to 501 female college students in Busan. AMOS 21.0 estimated the structural equationmodel of e-impulse buying using a correlation matrix with a maximum likelihood. The analysis of the datasupported most of the predictions. The results suggested that consumer shopping values (hedonic shoppingvalue and utilitarian shopping value) had a positive effect on positive emotion; in addition, positive emotionurge to buy impulsively directly affected the e-impulse buying of apparel products. In the structural model,e-impulse buying of consumers can be predicted by the attitudinal component (e.g., shopping values), emotionalfactors (e.g., enthusiastic or proud), and the urge to buy impulsively felt by young consumers. Thereare implications that both positive emotion and impulsive buying are important predictors for the e-impulsebuying of apparel products by consumers. Moreover, the urge to buy impulsively was an important mediatorto determine the e-impulse buying of apparel products. This study provides insight to retailers and researchersto understand the structural relationship of consumer characteristics and the e-impulse buying of apparelproducts.

참고자료

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