인터넷을 통한 디지털콘텐츠의 충동구매에 관한 연구

This study began with the assumption that, differently from the impulse buying in the conventional offline market, consumers will have another process of decision-making for impulse buying in the Internet space as it has become easier to acquire information and purchase goods when they purchase invisible digital contents. For this, researches were done to find out the external and internal motives that affect the behavior of impulse buying using the existing model for online decision-making for purchase as well as the process and factors that influence the behavior of impulse buying. It was found that as follows: A new proposal was made on the process of online consumers' decision-making for impulse buying which is differentiated from the process of the conventional offline space. It was found out that the behavior of impulse buying in the Internet undergoes a process different from the decision-making for impulse buying in offline space presented by Rook and Hoch(1985). The decision-making for impulse buying in the Internet space is the one that has the same process of decision-making of problem recognition → information searching → exposure to stimulation → search for an alternative and evaluation → purchase as appears in the stages of decision-making of planned purchase except that it has a different start in the first stage of question raising.