The Korean Journal of Community Living Science (한국지역사회생활과학회지)

The Korean Society of Community Living Science (한국지역사회생활과학회)
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Impulse Buying and Searching For Sources Of Information according to the Utilization of Sales Promotion in an Internet Fashion Shopping mall

인터넷 패션 쇼핑몰의 판매촉진 활용에 따른 충동구매와 정보원탐색

  • 하종경 (동명대학교 패션디자인학과)
  • Received : 2013.07.21
  • Accepted : 2013.09.26
  • Published : 2013.09.30
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Abstract

The purpose of this study is to investigate impulse buying and the searching for sources of information among males and females in their 20s by their utilization of sales promotion in an internet fashion shopping mall. The findings were as follows: First, there was a statistically significant difference in the use of sales promotion by age and gender. Second, two factors, such as a price-oriented utilization of sales promotion and a non price-oriented utilization of sales promotion were extracted from the analysis of sub factors of the utilization of sales promotion in an internet fashion shopping mall. Third, five factors, including affective impulse buying, provocative impulsive buying, situational impulse buying, reminder impulse buying, and pure impulsive buying, were extracted from the analysis of sub factors of impulse buying in an internet fashion shopping mall. Fourth, the utilization of sales promotions in an internet fashion shopping mall had statistically significant effects on the sub factors of impulse buying, provocative impulse buying, situational impulse buying, reminder impulse buying, and pure impulse buying. Fifth, the analysis of the correlation between the utilization of sales promotion and the searching for sources of information revealed that price-oriented utilization of sales promotion had a correlation with DM or text message, advice from friends or family, advice from a sales person, information from friends or colleagues, celebrity supporters on TV dramas or movies, and product commercials and information.

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