The Study of Impulse Buying Behavior according to Consumption Value in Mobile Fashion Shopping Mall

Abstract

: This study investigates differences in fashion products attributes, mobile shopping mall attributes, impulse buying behavior, and satisfaction according to mobile shoppingconsumption value. The findings provide new information on marketing strategy for mobile shopping malls. A total of 283 usable questionnaires were obtained from college students. Data were analyzed by frequency analysis, factor analysis, and ANOVA using SPSS 21.0 for Windows. The results were as follows. First, according to the consumption value, consumer were classified into 3 groups: social/functional oriented, indifference and epistemic/emotional oriented. Second, the conspicuous-functional pursuit group considered utility and exhibition more important in regards to fashion products attributes for the consumption value group, the personality pursuit group also considered aesthetics and utility more important than other groups. Third, conspicuous-functional pursuit group considered continuous management more importantin regards to the importance ofmobile shopping mall attributes for the consumption value group, the personality pursuit group considered informationexchange more important than the other groups. Fourth, the conspicuous-functional pursuit group and Personality pursuit group considered impulse purchase behavior more important than the emotionalpursuit group. The conspicuous-functional pursuit group considered satisfaction after impulse purchase behavior more important than other groups.

Effects of Shopping Motives and Apps Browsing on Mobile Impulse Buying of Fashion Products

“…지금까지 모바일 패션제품 충동구매에 관련된 연구에서는 모 바일 충동구매 영향요인 (Lee & Shin, 2013), 쇼핑가치와 모바 일 충동구매의 관계 (Kang, 2015), 패션제품 속성과 모바일 쇼 핑몰 속성이 충동구매에 미치는 영향 (Park & Kang, 2016)에 관한 연구가 있었고, 일반 제품에 대한 모바일 충동구매의 영 향 요인에 관한 연구 (Chen, 2012;Jun et al, 2013;Shen, 2013 …”

“…충동구매는 모바일 시장에서 나타나는 일반적인 소비 행 태 중 하나로 경험적이고 쾌락적 측면에서 발생하는 경우가 많 다 Shen, 2005 (Jun et al, 2013;Kang, 2015;Kim et al, 2012;Karaatli et al, 2010;Shen, 2013 (Kang et al, 2014a(Kang et al, , 2014bLee, 2011;Lee & Kim, 2006;Park, 2011;Park et al, 2006;Well et al, 2011 (Park, 2005(Park, , 2011.…”

A study on the effect of consumers’ online shopping styles on satisfaction and repurchase intention

“…*The recent development of online shopping opened a new gateway of purchase methods, which is now possible not only through a personal computer but also through smartphones, tablets, and laptops, such as Information technology (Kang, 2015). Online shopping is one of the Internet commerce transactions between a company operating a shopping mall and consumers and refers to the total steps in which consumer searches and selects a product in an online shopping mall, fill out an order form, and complete payment through various payment channels and mode.…”