경험 개념을 결합한 충동구매 연구: 한국 MZ세대를 중심으로

The phenomenon of many consumers willing to spend time and money for experiences offers important marketing implications. Meanwhile, impulse purchases can be perceived as special experiences by consumers, suggesting the need to link them with experience types when inferring the drivers of impulse purchases. The purpose of this study was to investigate the current state, reasons, and satisfaction levels of impulse purchases, and to examine the moderating effect of experience types in the process, thereby enhancing academic explanatory power and practical application. The subjects of the study were the MZ generation, an emerging major consumer group in Korea. The analysis revealed that individual and product factors had a statistically significant positive impact on satisfaction. Consumers who perceived impulse purchases as special experiences showed statistically significantly higher satisfaction and intention to make future impulse purchases than those who perceived them as routine experiences. Satisfaction with impulse purchases also had a statistically significant and very strong positive impact on future purchase intentions. Meanwhile, online and offline environmental factors had relatively weak positive effects, but were not statistically significant. Social factors had a negative, though statistically insignificant, effect. In this paper, along with an interpretation of this, several useful implications are presented for establishing marketing strategies for companies targeting the MZ generation.