Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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An Empirical Study on the Influencing Factors of Chinese Consumers' Impulse Buying Behavior During Online Shopping Festivals after COVID 19 - focused on the Meditating Role of Perceived Value

COVID-19 이후 온라인쇼핑 축제기간 중국 소비자의 충동구매행태 영향요인에 관한 실증연구-인식된 가치의 매개 역할을 중심으로

  • Xu Kai (Graduate School of Technology Management, Kyunghee University) ;
  • Woohyoung Kim (Graduate School of Technology Management, Kyunghee University) ;
  • Yongseok Cho (Graduate School of Technology Management, Kyunghee University)
  • 쉬카이 (경희대학교 테크노경영대학원) ;
  • 김우형 (경희대학교 테크노경영대학원) ;
  • 조용석 (경희대학교 테크노경영대학원)
  • Received : 2021.12.10
  • Accepted : 2021.12.29
  • Published : 2021.12.30
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Abstract

The paper studies the impulse buying behavior of Chinese consumers during the online shopping festivals of the specific situations and their influencing factors with empirical analysis. We carried out an empirical analysis on 302 Chinese consumers with shopping experience in the online shopping festival. The study result shows that (1) marketing stimulation, preferential promotion and features of consumers have a significant positive influence on the impulse buying behavior; while the freight reduction has no significant influence on impulse buying behavior; (2) the perceived value has a significant positive influence on the Chinese consumers to have impulse buying behavior; (3) perceived value works as an in the relationship between the marketing stimulation, preferential promotion and features of consumers and the impulse buying behavior, but it has no meditating role between the freight reduction and the impulse buying behavior.

Keywords

References

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