• 아태비즈니스연구
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• 제15권1호
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• pp.15-31
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• 2024

Purpose - This study explores the causes behind the high rate of impulse purchases in live streaming e-commerce. Design/methodology/approach - The research model is empirically validated with survey data collected from 324 respondents in China, using the Partial Least Squares (PLS) methodology. Findings - We found that the interactivity and visibility of live streaming are key in creating para-social relationships and perceived presence, leading to customers' impulse purchases. Research implications or Originality - This study deepens the understanding of consumers' impulse purchases in live-streaming e-commerce, revealing that para-social relationships and perceived presence developed through real-time interactions can increase impulse buying. It also highlights the differences between relationship-oriented and task-oriented interactions in fostering customers' perceived presence and para-social relationships in live streaming.

• 한국컴퓨터정보학회논문지
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• 제27권11호
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• pp.295-304
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• 2022

본 연구의 목적은 라이브방송 전자상거래 플랫폼의 특성과 생방송 사업자의 개인적 특성이 생방송 시청자의 충동구매의도에 영향을 미치는 요인과 메커니즘을 규명하는 것이다. 본 연구는 ELM 모델을 기반으로 기존의 미흡한 내용을 심층적으로 조사하고자 한다. 본 연구는 온라인 생방송 이용자를 대상으로 설문조사 형식을 채택하고 SPSS, AMOS, Mplus 등의 분석 소프트웨어를 이용하여 실증분석을 수행하였다. 그 결과, 생방송 플랫폼의 특성은 소비자의 몰입 경험과 만족도에 의미 있는 영향을 미치고, 앵커의 개인적 특성은 소비자의 몰입 경험과 만족도에 의미 있는 영향을 미치고, 소비자의 몰입 경험과 만족도는 의미 있는 영향을 미치는 것으로 나타났다. 충동 구매 의도는 의미 있는 영향을 미치고 몰입경험과 만족도는 생방송플랫폼의 특성과 진행자의 개인적 특성에 매개효과가 있다.

• 한국의류산업학회지
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• 제12권6호
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• pp.745-754
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• 2010

This study is to find return factors when modern consumers purchase goods from an internet shopping mall and then to analyze the characteristics of complaints act and information search behavior. Subjects of research are 245 men and women, who have experience with more than one return in internet fashion shopping mall, in their twenties. The data were analyzed by using Factor analysis, Cronbach's analysis, one-way ANOVA, Duncan test as a post identification, Pearson's correlation analysis and multiple regression analysis. The results of this study are that male and female consumers in their 20s are mainly aware of the return factors: impulse buying, product status, deliver service, service after purchase, hype and comfortableness. And complains behavior often conduct public action, private action, nonaction. Information search behaviors for risk reduction when they purchase are product comparison, oral information search, neutral marketing information search, and service information search. The return factor from the internet fashion shopping had the greatest impact on public action and deliver services factor was a big complaint. In addition, impulse buying & Hype affect private action and non-action is influenced by impulse purchase. The consumer types by the return factors in internet fashion shopping mall are classified into the return group by deliver service, the return group by complex factors, and the return group by product status. Furthermore, there are significant differences in complaining behavior among these groups. In the information search behavior for reduction of risk factors, the return group by complex factors did more active information search behavior than the other groups. The return group by deliver service searched oral information and the return group by product status explored the neutral marketing information.

• Asia Marketing Journal
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• 제14권3호
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• pp.103-118
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• 2012

Although music is one of the most important attributes of broadcasting communications, few studies have examined the relationship between background music and the behavior of audiences, particularly in the context of TV home shopping programs, where purchase decisions are made while watching the show. The objective of this study is to examine whether certain characteristics of music in broadcasting communications can affect the audiences' purchase intentions or behaviors. Unlike previous studies on this issue, this study considers the impulse-inducing capability (IIC) of music as an important variable affecting consumers' purchase intension. A 2×3 (high/low involvement and high/low/no IIC music) between subjects design was used for the experiments in the study. The TV home shopping programs in the high or low involvement condition were identical except for the type of background music: high IIC music, low IIC music, and no music. A total of 188 undergraduate students at a college in Seoul, South Korea participated in the study. Their ages range from 20 to 25 (median age = 22), and nearly 60% were male. Our analysis showed that in the low involvement condition, high IIC music was more likely to have a positive effect on purchase intentions than low IIC (common) music or no music did. Meanwhile, there was not any significant relationship between music and purchase intentions in the high involvement condition. Given that previous studies have provided no clear evidence of the effects of music on consumers' purchase intentions or behaviors, this study makes an important contribution to the literature in this field. The result of this study provides implications to the practitioners in the market, too. Marketers need to reevaluate the value of music used in broadcasting communications and pay more attention to find the right music for their campaigns. Limitations of this study as well as directions for future studies are also discussed.

• 대한가정학회지
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• 제44권12호
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• pp.65-78
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• 2006

It is very important for consumers to control their buying impulse the modem market environments because of the enormous marketing pressure to induce consumers to buy. In this context, we investigated (i) the relevant factors to construct the strategies for restraining buying impulse, (ii) the frequency with which the strategies are used, and (iii) the variables related to the strategies. Data were gathered through an internet survey(azoomma.com) and total 626 cases were analysed. Self-control strategies prior to the buying impulse comprise four categories: restricting the means of payment and transportation, avoiding shopping stimulus, no-wandering around a shop, and planning a purchase. Self-control strategies after the buying impulse comprise five categories: normative assesment of impulse buying, reconsidering economic condition, postponing purchasing decision, distrusting marketing activities, and partially satisfying buying impulse. Most of married women use these strategies very often, and some psychological variables are more related with them than demographic variables. Based on findings some implications for consumer education are also discussed.

• 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.

• 대한가정학회지
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• 제40권7호
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• pp.83-100
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• 2002

The purpose of this study is to examine related variables to goods purchase by consumers using the home shopping of cable TV. For the purpose accomplishment, this study analyzed the variables which influence on the purchase by demographic variables, consumers'shopping propensity, perceived risk and benefit. The major findings are as follows; In the purchase of convenience goods, the variables which influence positively are sex, job(housewife), instantly impulse purchasing propensity, and diversity of goods information. On the other hand, the variables which influence negatively are risk of delivery & returned goods, and risk of quality. In the purchase of shopping goods, the variables which influence positively are state of marriage, job(nonspecialist), and diversity of goods information. On the other hand, the variables which influence negatively are pleasure of shopping-oriented, risk of delivery & returned goods, and risk of quality. In the purchase of specialty goods, the variables which influence positively are sex, income, convenience of time, and convenience of approach. On the other hand, the variables which influence negatively are pleasure of shopping-oriented, and risk of price & information restriction.

• 웰빙융합연구
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• 제5권2호
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• pp.33-41
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• 2022

Purpose: The purpose of this study is to analyze the effect of attributes of online influencers on customers royalty mediated brand image and impulse buying. Research design, data and methodology: To conduct this study, a survey of 521 online user who experienced online shopping. Results: The empirical analysis results are as follows. First, among the influencer attributes, attractiveness, reliability, and expertise all had a significant positive effect on the brand image. Second, among the influencer attributes, only attractiveness had a significant positive influence on Purchase Intention. Third, the brand image had a significant positive influence on Purchase Intention. Fourth, while the influencer attributes did not have a significant influence on customer loyalty, brand image and Purchase Intention a significant positive influence on it. Conclusions: Among the influencer attributes, attractiveness and reliability had a significant positive mediating effect on customer loyalty through brand image, but the influencer attribute had no significant mediating effect through Purchase Intention. The influencer attribute had a significant positive mediating effect through brand image and Purchase Intention.

• 유통과학연구
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• 제18권3호
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• pp.25-36
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• 2020

Purpose: Based on previous researches on social factors of digital item purchase in digital contents distribution platforms such as SNS, we aim to develop the integrated model that accounts for the dynamic and interactive relationship between social structure indicators and digital item purchase. Research design, data and methodology: A PVAR model was used to capture endogenous and dynamic relationships between digital item purchase and network indicators. Results: We find that there exist considerable endogenous and dynamic relationships between digital item purchase and network structure variables. Not only lagged in-degree and out-degree but also in-closeness and out-closeness centrality have significant and positive impacts on digital item purchase. Lagged clustering has a significant and negative effect on digital item purchase. Lagged purchase has a significant and positive impact just on the present in-closeness and out-closeness centrality; but there is no significant effect of lagged purchase on the other two degree variables and clustering coefficient. We also find that both closeness centralities have much higher carryover effect on digital item purchase and that the elasticity of both closeness centralities on the purchase of digital items is even higher than that of other network structure variables. Conclusions: In-closeness and out-closeness are the most influential factors among social structure variables of this study on digital item purchase.

• 한국의류학회지
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• 제18권4호
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• pp.536-548
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• 1994

The puprpose of this study were to investigate the conceptual framework of situational variables on clothing types, to find out the relationship between situational variables and personality characteristics, and to determine the effects of situational variables on clothing purchase types. A Questionnaire was developed based on the previous studies. Data was collected from 530 women living Pusan and analyzed by the factor analysis, person correlation, and discriminant analysis. The results of this study were as following; Communication situations and purchasing situations were found out to be different on clothing purchase types. In planning purchase, consumers were affected by printed and tele-communication information search and were affected by interpersonal information search in unplanning purchase. In impulseing purchase, consumers were affected by store information search. It was found out that consumers with high rational clothing involvements were affected by only the purchasing situations when they would buy clothing, but consumers with high emotional clothing involvements were affected by the communication situations as well as the purchase situations. Consumers with high self monitoring traits were not affected by the communication situations and mostly the purchasing situations. Results showed that the purchasing situation was the most significant variables in clothing purchase behavior, communication situating or purchasing situations were differently influenced on clothing purchase types.