Human Ecology Research

The Korean Home Economics Association (대한가정학회)
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Antecedents and Outcomes of Types of Impulsive Buying: Focused on Apparel Products

심리적 기제가 충동구매 성향에 미치는 영향과 충동구매 성향에 따른 구매 후 평가의 차이: 의류제품 구매 상황을 중심으로

  • Kong, Moon Sung (Department of Consumer and Family Sciences, Sungkyunkwan University) ;
  • Chung, Jae-Eun (Department of Consumer and Family Sciences, Sungkyunkwan University)
  • 공문성 (성균관대학교 소비자가족학 전공) ;
  • 정재은 (성균관대학교 소비자가족학 전공)
  • Received : 2013.09.21
  • Accepted : 2013.12.04
  • Published : 2014.04.30
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Abstract

This study examined the effects of demographic variables and psychological mechanisms (self-efficacy, need for closure, and fashion innovativeness) on each of the four types of impulsive buying, including suggestion impulsive buying, stimulus impulsive buying, pure impulsive buying, and reminder impulsive buying. In addition, the study analyzed the impact these four types had on evaluations after impulsive buying (i.e., diversion in mood, regret for buying decision and a sense of financial loss, and dissatisfaction of products). Data was collected by a marketing research company from five hundreds consumers in seven different cities of South Korea who experienced impulsive buying in the off-line apparel stores within the past three months. The results of regression analyses indicated that self-efficacy and gender significantly affected suggestion impulsive buying. That is, the higher consumers' self-efficacy, the greater their suggestion impulsive buying was. In addition, women had higher Suggestion Impulsive Buying than men did. However, in case of Stimulus Impulsive Buying, gender was the only significant antecedent. That is, women had higher stimulus impulsive buying than men did. In terms of pure impulsive buying, fashion innovativeness was a significant predictor, and for the reminder impulsive buying level, fashion innovativeness and need for closure were significant predictors. Finally, pure and suggestion impulsive buying were correlated with positive consumer evaluations, while both stimulus and reminder impulsive buyings were correlated with negative consumer evaluations. Implications and future studies were discussed.

Keywords

References

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