• 마케팅과학연구
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• 제20권2호
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• pp.110-122
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• 2010

20世纪60年代中期, 随着1967年 ${\ll}$产业购买和创造营销${\gg}$的出版, 组织购买行为这一领域的兴起为企业如何在市场中运作提供了新的思维方式, 而不只是为最终用户服务. 无论是 "工业营销" 或 "企业营销"(B-to-B),组织的购买行为仍然是这个领域的核心. 本文探讨了动态因素的影响,影响了几个组织彼此相关的迅速增长的相互依存,反过来会影响组织的购买行为. 文章还提出了一个问题,组织购买行为的概念模型,在一个相互依存的世界是否仍然会在这个充满活力的经营环境中引导研究和管理的思想,. 本文提出并探索三个关于组织相互依存的问题: 1.哪些因素和趋势驱动了组织的相互依存的兴起? 2.在过去半个世纪中发展起来的组织购买行为的主要概念模型仍然适用于今天这个相互依存的组织的世界吗? 3.研究中组织的相互依存的启示是什么? 组织购买行为的实践活动是什么? 考虑到组织关系中驱动组织的相互依存的因素和趋势和5个关键驱动因素有关并影响他们的购买行为:加速全球化, 平整的网络组织, 破坏价值链, 强化政府的介入, 不断细分客户需求. 这五个相通的相互依存和潜在的技术上的优势可以改变组织购买产品和服务的市场中保持竞争力的关系. 在一个客户驱动的营销策略背景下, 这些力量影响三个层次的战略发展: (1)进化的客户需求, (2)产生的产品/服务和解决方案以满足这些需求, 和(3)的组织能力和工艺制定和实施了以满足需求. 组织中相互依存的五个驱动因素在他们影响组织如何购买时不需要独立的操作. 他们可以相互作用和更加有效的影响组织购买行为. 例如,加速了全球化的影响,出现了新的网络进一步破坏传统价值链之间的关系, 从而改变机构购买的产品和服务. 提高政府参与可能会增加成本,因此在其它国家的新兴市场开公司做生意寻求低成本的来源. 这可以减少一国的就业机会增加另一个国家的就业机会, 在另一方面, 从而进一步加速全球化. 第二个主要的问题是相互依存的五个驱动因素对组织购买行为的核心概念模型有什么影响. 考虑三个在 ${\ll}$产业购买和创造营销${\gg}$ 和 ${\ll}$组织购买行为${\gg}$ 书籍中发展的概念模型:组织购买过程, 购买中心,以及购买的情况. 回顾这些核心模型, 作为最初的概念,他们仍然是有效的, 而且不可能改变. 在买家和卖家相互依赖的情况下, 什么会改变买卖双方相互作用的方式. 例如,增加了相互依赖的机会可能导致增加协作以及组织之间的冲突的买卖,从而改变购买过程. 此外,组织中的沟通过程的重要性作为一个成功的购买关系的判断依据将增加. 第三个问题对这些组织购买行为的关系的影响和意义进行了探讨. 以下是本文所考虑到的: 为了增进对网络对组织购买行为的影响的理解,需要增加了解所扮演的角色之间的信任, 增强在网络环境中如何管理组织购买的理解的需要, 需要增加了解在价值网络中的客户需要,并且需要增加了解新兴的商业模式对组织购买行为的影响. 在许多方面,这些从增加的组织的相互依存派生出来的需要是组织购买行为传统概念的扩展. 在1977年,Nicosia 和Wind建议把焦点集中在组织间而不是组织内部观点,自1990年以来, 这个趋势的势头很强. 对于管理者来说,也想在越来越相互依存的世界中生存,他们将需要更好地了解组织如何与另一组织相关的复杂性. 从组织的相互依存的观点已经开始,必须不断地发展提出一种对这些重要的关系改进的理解. 互相依赖的网络观点的转变需要很多学术界人士和实践者从根本上挑战和改变他们商业中的心智模型和组织购买行为模型. 不再只关注购买组织和销售组织之间的关系而应该是网络中所有的相关成员, 包括消费者, 发展者, 供应商和中间者. 我们来看这个例子. 由SAP创造的有众多合作伙伴的网络包含了超过9000个公司和超过一百万的参与者. 互相依赖的进展, 复杂性和不确定的现实和多变的网络需要重新考虑如何做出购买决定. 结果是他们应该关注学术中下一阶段的研究和理论建设并关注有实践者构建的实践模型和实验. 我们希望这样的研究能够展开, 不是孤立在象牙塔里, 也不是限制在商业世界中, 而是学术和实践的结合. 总而言之, 组织之间相互依赖的提高的考虑揭示了组织购买行为的基础模型的持续关联性. 然而在相互依存的世界中来提高这些模型的价值, 学术界和实践者应该提高他们对一下内容的理解 (1)网络的影响; (2)如何更好地管理这些影响的作用; (3)组织之间信任和价值的作用, (4)价值网络中客户需求的演变; (5)组织购买行为的新兴的新商业模型的影响. 为了实现这一目标, 我们需要产业界和学习界更好的合作从而提高我们对在相互依赖的世界中的组织购买行为的理解.

• 무역학회지
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• 제46권6호
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• pp.163-190
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• 2021

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.

• 대한가정학회지
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• 제44권8호
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• pp.117-126
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• 2006

The purposes of this study were to examine the factors affecting the avatar addictive buying behavior. The survey subjects were 220 females and males who had purchased avatar items in the internet. For data analysis, descriptive statistics, factor analysis, t-test and regression analysis were used. In the results, first, the frequency test of quantity of owned items, payment method, main using site, frequency of purchase, and price of purchase was conducted to reveal the avatar addictive buying behavior. Second, the avatar addictive buying behavior was classified into three factors: conspicuous addictive, psychological addictive and habitual addictive. Also, the pursuit of pleasure was classified into three factors: superiority, pastime and enjoyment. Third, flow, vicarious satisfaction, stress, superiority and pastime affected avatar addictive buying behavior. Based on these results, fashion marketing strategies and implications regarding avatar addictive buying were suggested.

• 한국IT서비스학회지
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• 제7권4호
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• pp.1-19
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• 2008

This study began with the proposition that, compared to the impulse buying in the conventional offline market, consumers will exhibit a different process of decision-making for impulse buying on the Internet as it has become easier to acquire information and purchase goods which are offered online like digital contents goods. To verify this roposition, this study attempted to find out the external and internal factors as that affect the impulse buying behavior by incorporating Theory of Planned Behavior In addition, this study seeks to confirm the role of alternative's attractiveness in terms of mediating between internal and internal factors affecting impulse buying. The major purpose of this study was to understand Impulse Buying Intention(IBI) for digital contents on the internet. The results of the this study showed that the behavior of impulse buying can be explained with the information searching in which the external factors for the marketing of digital contents affect the internal stimulation factors. It was also found that the impulse buying of digital contents on the Internet starts with non-planned impulse at the problem recognition stage, but planned decision-making will take over when it is proven to be effective with information searching.

• 패션비즈니스
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• 제8권5호
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• pp.136-143
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• 2004

The purpose of this study were to examine 1) the relationship between internet addictive and addictive buying behavior, and 2) addictive purchasing behavior according to internet addictive levels. 220 female college students, who had purchased fashion products through internet were surveyed for this study. For data analysis, descriptive statistics, $X^2$-test, ANOVA, Duncan test, and multiple regression were used. As the results, generally Internet addictive tendency was correlated to compulsive buying, shopping addictive, credit card addictive, self-esteem, and internet flow. Also, there were significantly differences in internet addictive levels with addictive buying behavior. That is, heavy internet addictive group had more shopping addictive, compulsive addictive, and internet flow than middle internet addictive group and light internet addictive group. Also, results revealed that compulsive buying, shopping addictive buying, internet flow and self-esteem accounted for 27.3% of the explained variance in internet addictive tendency. Based on these results, fashion marketing strategies would be suggested.

• 가정과삶의질연구
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• 제27권3호
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• pp.15-30
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• 2009

This study explored the level and general propensity of consumption-oriented attitude and impulsive buying behavior of high school students, and clarified factors affecting impulsive buying. The research results can be summarized as follows. 1. The degree of consumption-oriented attitude and impulsive buying behavior of high school students were relatively low. 2. Consumption-oriented attitude was found to have significant differences among students based on monthly allowance, self-esteem, influence of friends, influence of mass media and influence of consumer education at school. Moreover, impulsive buying behavior was found to have significant differences according to sex, level of parents's education, fathers job, monthly household income, monthly allowance, influence of home, influence of friends and influence of mass media. 3. The impulsive buying differed significantly according to consumption-oriented attitude. That is, the group showing a higher degree of consumption-oriented attitude also indicated higher impulsive buying. 4. The variables affecting the level of impulsive buying behavior were the level of consumption-oriented attitude, influence of mass media, influence of friends and sex. In other words, consumption-oriented attitude, influence of mass media and influence of friends had a positive affect, and female students were more apt to impulsive buying than male students.

• 한국품질경영학회:학술대회논문집
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• 한국품질경영학회 2004년도 품질경영모델을 통한 가치 창출
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• pp.573-575
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• 2004

This study presents a new customer segmentation method based on features that can predict the customer's buying behavior. In this method, we consider all variables that can affect the customer's buying behavior including demographics, psychographics, technographics, transaction pattern-related variables, etc. We define several features which are the combination of variables with the interaction effect by using C5.0, use SOM (Self-Organizing Map) neural networks in odor to extract the feature's patterns and classify, and then make features' rules using C5.0 far the prediction of customer buying behavior

• 한국의류학회지
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• 제28권12호
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• pp.1571-1582
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• 2004

현대 소비자들의 충동구매행동은 보편적이고도 뚜렷한 현상으로 소비자행동 연구가들에 의해 계속적인 관심을 받고 있다. 더욱이 신용카드와 같은 마케팅 혁신은 소비자들로 하여금 현금의 필요성을 없애주고 거래를 간편하게 해 줌으로써 전보다 더 쉽게 충동적인 구매를 할 수 있도록 자극하고 있다. 본 연구에서는 한국과 미국 대학생들의 충동구매행동과 신용카드사용 사이의 관계를 알아보기 위하여, 한국(N=154)과 미국(N=194) 대학생 중 신용카드 사용자들을 대상으로 자료를 수집하였고 확인적 요인분석(CFA), 다변량 분석(MANOVA), 다판별분석(MDA), 회귀분석을 실시하여 자료를 분석하였다. 분석결과, 한국대학생과 미국대학생들은 충동구매행동 중 계획된 충동구매(Planned impulse buying), 상기된 충동구매(Reminded impulse buying), 순수충동구매(Pure impulse buying)에서 유사한 행동을 보였으나, 패션 지향적인 충동구매행동(Fashion-oriented impulse buying)은 미국대학생이 한국대학생보다 더 많이 하였다. 신용카드사용이 일반화되어 있는 미국의 대학생들이 한국대학생보다 카드 빛 관련(Debt), 크레딧(Credit) 관련, 소비(Spending)를 위한 신용카드사용을 더 많이 하는 경향이 있었다. 충동구매행동과 신용 카드사용의 관계에서 한국대학생의 경우 쇼핑 등 소비를 위한 신용카드사용 경향이 많은 사람일수록 상기된 충동구매, 패션지향적인 충동구매, 순수충동구매행동을 많이 하였다. 미국대학생들의 경우 크레딧에 신경을 쓰고 소비를 위해 신용카드를 사용하는 경향이 있는 사람일수록 구매의도만 가지고 점포를 둘러보다가 충동적으로 구매결정을 하고 구매의도가 없었어도 제품을 보는 순간 필요에 의해 충동적으로 구매를 하기도 하였으며, 신용카드를 소비에만 사용하는 경향이 있는 사람은 패션지향적이거나 순수한 충동에 의한 구매행동을 하는 것으로 나타났다. 본 연구는 한국과 미국의 국가간 비교연구로 대학생들의 충동구매행동과 신용카드사용에서 국가간 유사성과 차이가 있음을 밝혀줌으로써 국내외 마케터들에게 유용한 정보를 제공해 준다.

• 한국의류산업학회지
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• 제10권4호
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• pp.526-536
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• 2008

This study is to analyze and examine the relations of lifestyle, fashion behavior, and make-up behavior of post digital generation and to provide the basic data which help to establish and perform the distinctive marketing strategies targeting the post digital generation. Subjects were 1,460 male and female undergraduates who attend colleges or universities in Seoul, Busan, and Daegu. Average, standard deviation, MANOVA, and ANOVA were conducted using SPSS 12.0 statistic program. The results were as follows: The higher points the group got in all the subfactors regarding information seeking pursuit and sensation intention fascination pursuit, the higher points the group had in the subfactors of fashion behavior and make-up behavior. The group with higher fashionenjoyment pursuit appeared to seek after more brand price choice behavior, internet shopping purchasing behavior, fashion information source seeking behavior, and impulse buying behavior in the subfactors of fashion behavior as well as more self-satisfaction appearance orientation and fashion information buying orientation in the subfactors of make-up behavior. With the group in pursuit of more multi activities, not only were brand price choice behavior and fashion information source seeking behavior in the subfactors of fashion behavior sought after more, but self-satisfaction appearance orientation and fashion information buying orientation in the subfactors of make-up behavior were pursued more as well. The more interpersonal relations the group had, the more self-satisfaction appearance orientation and fashion information buying orientation in the subfactors of make-up behavior as well as the more brand price choice behavior, fashion information source seeking behavior, impulse buying behavior, other-regarding behavior and independent buying behavior in the subfactors of fashion behavior the group had.

• 한국의류학회지
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• 제29권9_10호
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• pp.1340-1348
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• 2005

Consumers are prone to engage in browsing because they are, for a variety of reasons, open to spending opportunities that grab their attentions. In-store browsing is the in-store examination of a retailer's merchandise for recreational or/and informational purposes without an immediate intent to buy. Browsers made more unplanned purchases than non-browsers in a regional mall setting. As a form of on-going search, in-store browsing is a central component in the impulse buying process. The purposes of this study were 1) to examine the causal relationships among fashion involvement, hedonic consumption, browsing and impulse buying behavior, and 2) to investigate the mediating effects of browsing on impulse buying behavior for fashion products. A questionnaire was developed from a literature review and measured on a 7-point rating scale. Data were obtained from 413 students attending universities in Busan. The self-administered questionnaire was given during a scheduled class. Using structural equation modeling, the results indicate that the proposed model of this study is appropriate to explain the mediating effects of browsing on impulse buying behavior for fashion products. The model shows that fashion involvement and hedonic consumption are important as antecedents of browsing in fashion stores, and consumers browsing longer in fashion stores would tend to increase the likelihood of experiencing impulse buying behavior. That is, browsing in store plays an important mediating role in triggering impulse buying behavior for fashion products. The results from this study provide some insights into retail marketing theory supporting the trait and behavioral aspects of impulse buying. Future research and managerial implications are addressed.