Effects of Entertainment Service on Impulse Buying Behavior

엔터테인먼트 서비스가 의복 충동구매 행동에 미치는 영향 - 백화점과 쇼핑몰을 중심으로 -

Modern consumers seek various pleasure and fun through shopping. Retailing are offering apparel products with entertainment services to customers such as movie theaters, restaurants and so on. The purposes of this study was investigate the effect of entertainment service on impulse buying behavior. Data were obtained from shoppers (N=684) randomly selected department stores and shopping malls located in Seoul and Busan. They were analyzed by factor analysis, t-test and cross analysis. The results showed that entertainment service users showed likely to be more recreational orientation, to be more pleasure, and better mood in retailing environment than entertainment service non-users. That is entertainment service users were more likely to buy impulsively during shopping than entertainment service non-users. Implication and future research directions discussed.