온라인 사회적 상호작용 요인이 충동구매행동에 미치는 영향

Social-based online shopping malls are characterized by the use of social interaction to stimulate consumers' emotions and promote consumption. It is necessary to study the impact of social interaction factors on the impulse buying behavior of online shopping. Therefore, we applied the stimulus-organism-response model to examine the effect of social interaction factors on consumers' experiences, urges to buy impulsively, and impulse buying behavior in the online impulse purchase process. In addition, the difference in cultural values on the effect of emotional experience on the urge to buy impulsively was validated. To test the research model, five online shopping sites were selected by referring to the results of analyzing big data and cloud computing data. An empirical analysis was conducted with 774 consumers who frequently use online shopping sites. As a result of empirical analysis, it was found that, among the social interaction factors of online shopping, online review quality and product description affect consumers' cognitive experience, and product description and observational learning affect consumers' emotional experience. And it was found that consumers' emotional experience had a positive effect on the urge to buy impulsively and impulse buying behavior. In addition, the influence of emotional experience on the urge to buy impulsively was higher in individualistic consumers than collectivistic. These research results are expected to provide various implications for the establishment and execution of strategies to build a shopping site with differentiated characteristics and competitive advantage.