대학생의 모바일 충동구매 행동 변화를 위한 서비스 디자인 - 행동 변화를 위한 FBM 모델과 디자인 전략을 기반으로 -

This study proposes a proactive and preventive service aimed at mitigating impulsive buying via mobile among university students, utilizing the Fogg Behavior Model(FBM) for persuasive behavioral design. Literature review and conducted interviews with university students highlight that impulsive mobile purchases are frequently linked to fashion products, while revealing the challenge of sustaining behavioral changes despite recognizing the behavior as problematic. The designed intervention integrates design strategies to enable and motivate change in behavior and comprises three key functions: “Consumption Planner” promotes planned consumption opposed to impulsive buying, “Consumption Type Test” categorizes users based on derived personas, and “Reward and Share” differentiates means of motivation according to the user’s persona to sustain usage and behavioral change. A user test utilizing the developed prototype was conducted where six participants yielded positive feedback and suggestions leading to refinements in the prototype.