상점 속성, 제품 속성, 개인 속성이 웹 상점에서의 충동구매 성향에 미치는 영향에 관한 연구

충동구매, 웹 상점 The purpose of this study is to find out factors affecting impulsive buying tendency of customers using web stores which play a major role in B2C electronic commerce. Specifically, we classified these factors into three characteristics groups: store, product, and individual characteristics. We examined that each group influences on impulsive buying tendency and the degree to which the factors affect. Advertisement, trust, atmosphere, and visual/auditory information belongs to store characteristics. Product characteristics consist of price, brand, and utility. Individual characteristics include hedonistic and materialistic. The influences of these variables in each of three characteristics groups on impulse buying tendency in web were analysed with multiple regression. Results show that trust in store characteristics group, and price among product characteristics group have influence on impulsive buying tendency in web stores. And both hedonistic and materialistic in individual characteristics group have influence on impulsive buying tendency in web stores together. This study shows that the impulsive buying is related to psychological traits, especially instant impulsivity.