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http://dx.doi.org/10.9716/KITS.2019.18.5.183

A Cross Cultural Study of Self-Regulation and Impulsive Buying of College Students from South Korea and United States  

Hwang, Jinjoo (인하대학교 소비자학과)
Lee, Eunbae (가톨릭대학교 학부대학)
Publication Information
Journal of Information Technology Services / v.18, no.5, 2019 , pp. 183-191 More about this Journal
Abstract
The purpose of this study is to compare the impulsive purchasing tendency of Korean and U.S. college students. In particular, the study examined the effects of self-regulated learning and self-regulated consumption on college students' impulsive buying tendency. A total of 680 valid samples were obtained from online self-reported surveys in Korea and the United States. Both self-regulated learning and self-regulated consumption (self-control and self-supervision) were higher in US college students than Korean students. Self-regulated learning did not influence impulsive purchasing tendency. However, the impulsive purchasing tendency increased as the level of self-supervision among self-regulated consumption decreased. When purchases were made in stores, impulsive purchasing tendency increased in both South Korea and the US. Therefore, it is necessary to make efforts to decrease the impulsive purchasing tendency by fostering self-regulated consumption capacity of college students through consumer education.
Keywords
Self-Regulation; Impulsive Buying; College Students; Cross-Cultural; Self-Regulated Consumption; Self-Regulated Learning;
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