온라인 쇼핑에서 소비자 성향이 충동구매 유형에 미치는 영향에 관한 연구

임동섭,이석인,윤철호 한국무역연구원 2019 무역연구 Vol.15 No.5

Purpose - This study analyzed the effects of consumer propensity on impulse purchase types of consumers in online shopping. Design/methodology/approach - It was posited that consumer propensity in terms of hedonism, self-extension, show-seeking, personality-seeking and quality-orientedness affects the four impulse purchase types of consumers, namely, pure impulse, reminder impulse, suggestion impulse and planned impulse. A research model was constructed in this light. A total of 427 respondents participated in a questionnaire survey for online shopping consumers. The research model was empirically analyzed using confirmatory factor analysis and path analysis via structural equation modeling. Findings - Results show that hedonism affects all impulse purchase types, and show-seeking influences the impulse purchase types except planned impulse purchase. Personality-seeking is positive for pure impulse purchase, and being quality oriented has a negative influence on pure impulse purchase. However, self-extension did not affect pure impulse purchase and reminder impulse purchase. Research implications or Originality –This study revealed that the pleasure of shopping is more important than the value of shopping in impulse buying on online shopping. In this study, based on the results, we suggested a practical method to strategically utilize impulsive purchase tendencies of customers consumer propensity on online.

Buying Fashion Impulsively

Jaeha Lee,Kim K. P. Johnson 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.1

The purpose of this study was to develop an explanatory model of impulse buying that addressed antecedents of impulse buying. For this research, impulse buying was defined as an unplanned, hedonic purchase that follows a sudden urge. Impulse buying reflects a rapid decision in response to a stimulus reflecting little cognitive consideration and disregard for consequences. Donovan and Roissiter (1982) suggested that a pleasant store environment (S) causes shoppers’ positive emotional states (O) and this in turn, yields shoppers’ approach behaviors (R), that is, a desire to remain in a store and explore its offerings. Applying this idea to impulse buying suggests that there are environmental stimuli in a store that could impact shoppers’ impulse buying tendencies and that individual shopper characteristics could moderate the influence of these environmental influences. Therefore, environmental influences on impulse buying and personal characteristics of impulse buyers were examined in a modified stimulusorganism- response (S-O-R) framework. Environmental stimuli (i.e., ambient factor, aesthetic factor, layout factor, excitement factor, promotion factor, sales associate factor) were predicted to influence shoppers’ mood and subsequently, contribute to impulse purchases. In addition, specific shoppers’ characteristics (i.e., lack of control, extroversion, innovativeness, hedonic consumption tendency, impulse buying tendency) were predicted to moderate the relationship between environmental stimuli and shopper’s impulse purchases. Data was collected from a convenience sample of 299 undergraduates at two Midwestern universities in the United States. Participants were asked to complete the questionnaire immediately after they had gone shopping for apparel, shoes, or accessories. Participants answered questions on their purchase, perceptions of the store environment, mood, and personal characteristics. Most of the participants were females (93.3%), aged between 18 and 23 (92.6%). They were never married (95.8%) and Euro American(83.5%). Participants’ impulse buying reflected pure impulse buying (28.3%), suggestion impulse buying (20.3%), reminder impulse buying (34.1%), and non-impulse buying (17.4%). Approximately 40 percent of the participants classified their purchase as either very impulsive or impulsive. The prices of the items that participants purchased ranged from $1 to $319 (m=$ 45). Participants purchased an item of apparel (65%), shoes (21%) or accessories (14%). Hypothesis 1 predicted that specific store environmental stimuli are associated with the perceived impulsiveness of a purchase. Only the relationship between store layout and impulsiveness of purchase was significant (t=3.30, p<.01) with a path coefficient of .20. Hypothesis 2 posited that shopper’s mood will be attributed to specific store environmental stimuli. The ambience, excitement, and sales associate variables had significant relationships with participants’ mood. The path coefficient was .27 (t=4.77, p<.01) for the relationship between store ambience and mood, .29 (t=4.83, p<.01) for the relationship between store excitement and mood, and .18 (t=3.11, p<.01) for the relationship between sales associate and mood. Hypothesis 3 proposed that the perceived impulsiveness of a purchase is associated with shopper’s mood. There was a significant relationship (t=4.01, p<.01, path coefficient of .24). The more positive the reported mood of participants, the more they perceived their purchases as impulsive. Hypothesis 4 predicted that specific participant' characteristics (i.e., lack of control, extroversion, innovativeness, hedonic consumption tendency, and impulse buying tendency) would moderate relationships between store environmental cues and the perceived impulsiveness of their purchases.

청소년들의 성충동과 성충동 대처간의 관계에서 성태도의 중재효과

김윤정,이창식 한국청소년학회 2004 청소년학연구 Vol.11 No.1

This study examined sexual impulse, coping behavior for sexual impulse, and moderated effect of sexual attitudes in relationship between sexual impulse and sexual coping among a sample of 307 middle and high school students. First, the results indicate that sexual impulse, active coping, and passive coping behavior for sexual impulse were low in score. It means that the students are not concerned with coping for sexual impulse. Second, there were significant differences in sexual impulse, sexual attitudes, and sexual coping behavior according to sex, grades, school achievements, residences, parents' sexual attitudes. Third, the relationship between sexual impulse and coping behavior was moderated by sexual attitudes. Interaction of sexual impulse and open sexual attitudes significantly predicted passive coping behavior, and interaction of conservative sexual attitudes significantly predicted both of active and passive coping behaviors. It implies that the relationship between sexual impulse and sexual coping differs from sexual attitudes. In addition, the above results confirm that youth stress importantly worked on cognitive evaluation of youth on sexual impulse. The study contributed to totally understand the relationship of youth sexuality and to raise the necessity of transition of sexual education program for youth. 본 연구는 307명의 중고등학생을 대상으로 하여 성충동과 성충동 대처방식간에 관계에 있어 성태도의 중재효과를 규명해보고자 하였다. 연구결과 첫째, 본 연구의 대상인 중고등학생 청소년들은 낮은 성충동을 경험함은 물론 표출적 대처와 억압적 대처 모두 낮은 편에 속하는 것으로 나타났다. 둘째, 청소년들의 성별, 학교급, 성적, 거주지, 부모의 성태도에 따라 성충동과 성태도, 성충동 대처에 차이가 있는 것으로 나타났다. 셋째, 성충동과 성충동 대처간의 관계에서 성태도가 중재적 역할을 하는 것으로 나타났다. 성충동과 개방적 성태도가 상호작용하여 억압적 대처를, 성충동과 보수적 성태도가 상호작용하여 표출적 대처와 억압적 대처를 유의하게 예측하였다. 이는 성충동과 성충동 대처간의 관계가 성태도에 의해서 달라진다는 것을 의미하는 것으로 청소년의 성충동에 대한 인지적 평가가 스트레스 과정에서 중요하게 다루어질 필요성을 확인시켜주는 결과이다. 본 연구의 결과는 청소년의 성충동과 성태도, 성충동 대처간의 관련성을 통합적으로 이해하는데 기여하였으며, 청소년들을 위한 성상담과 성충동 대처 교육프로그램에서 성태도가 전환되어야 하는 중요성을 부각시켰다.

Consumer Regulatory Focus and Impulse Buying of Apparel

( Go Eun Lee ),( Yoon Jung Lee ) 한국패션비즈니스학회 2015 패션 비즈니스 Vol.19 No.6

This study aimed to determine the relationship between consumer regulatory focus and impulse buying of apparel products and the mediating effect of consumer fashion innovativeness . A large portion of consumer buying behavior is based on impulse. However, impulse buying is difficult to predict; moreover, factors that explain consumers’ impulse buying tendencies are not yet fully identified. In this study, consumer regulatory focus was considered as a factor that explains consumers’ impulse buying tendencies. The purpose of this study was to examine how fashion innovativeness and impulse buying tendencies differ, based on the consumer regulatory focus. A structural equation modeling was conducted to validate the research model. A questionnaire agency conducted online survey for 1 week and of the 400 copies distributed, total of 400 were collected. Promotion-focus and fashion innovativeness were positively correlated, which in turn had an effect on rational, emotional, and situational impulse buying. The promotion-focus had a negative effect on fashion innovation, but a positive effect on emotional impulse buying. On the other hand, prevention-focus had negative effect on emotional impulse buying, and situational impulse buying. Consumer regulatory focus and fashion innovativeness were useful predictors different consumer tendencies of impulse buying of apparel.

충동구매 심리: 구매 전 제품가치경험과 충동/절제 활성화의 역할

성영신,이응천,최현덕,김지연,민승기 한국소비자·광고심리학회 2012 한국심리학회지 소비자·광고 Vol.13 No.1

In marketing and academia, impulse buying has received a lot of attention. However, it has only focused on factors leading to impulse buying, but not on the consumers' psychological process of impulse purchasing behaviors. In order to find out how consumers reach to impulse buying, present study made participants experience products' benefits evoking their buying desire before purchasing and primed the meanings of impulse or self-control to regulate their intention of impulse buying. Participants were separated in two groups which primed impulse or self-control each, and were showed images of products with benefit experience or with non-benefit experience. As a result, products with benefit experience led more intention to impulse buying than products with non-benefit experience. Also, subjects primed with self-control were more likely to regulate their impulse purchasing than those primed with impulse. Interestingly the priming effect was activated in only products with benefit experience. Lastly it was suggested that the limitations of the experiment and implications for future researches of consumers' impulse buying. 본 연구는 소비자의 제품 가치 경험과, 절제 혹은 충동 스키마의 활성화가 구매의도에 어떤 영향을 주는지 알아봄으로써 충동구매 행동의 메커니즘을 밝히고자 하였다. 이를 위해 제품의 가치를 경험한 조건과 가치를 경험하지 않은 조건을 구분하고, 점화 기법을 통해 충동 또는 절제의 활성화를 조작하였다. 연구 결과, 가치를 경험한 조건에서 충동구매결정이 더 많았고 제품 구입을 위해 지불할 금액이 높았으며, 제품을 갖게 될 때 느낄 행복이 더 큰 것으로 나타났다. 한편 충동을 점화했을 때보다 절제를 점화했을 때 충동구매결정이 더 적었으며, 지불 금액, 행복감도 더 낮았다. 제품의 가치경험과 점화 간 상호작용을 본 결과, 가치경험을 한 조건에서 충동을 점화했을 때 충동구매결정이 더 많았지만, 가치경험을 하지 않은 조건에서는 충동과 절제 점화 간 차이가 발생하지 않았다. 결국 소비자는 제품의 가치를 경험하면서 강한 구매 욕구를 느끼게 되고, 이 때 머릿속에 활성화된 충동 또는 절제의 스키마가 구매행동을 조절하게 된다고 할 수 있다. 마지막으로 본 연구의 의의와 한계점, 향후 연구 방향에 대해 논의하였다.

충동조절 장애범죄의 심리적 접근

김종오(Kim Jong Oh),유영현(Yu Yung Hyun) 한국범죄심리학회 2015 한국범죄심리연구 Vol.11 No.3

Impulse control disorder is the mental-illness to harmful act to increase tensions and relieve them because of impulsiveness. The direction of impulse control disorder get toward oneself or another person and the latter connect to criminal behavior such theft, violence, injury and murder. This paper look around the actual conditions and the approach of impulse control disorder criminal. There are the points of dispute yet whether we punish them as criminal or threat them as the patient of mental disease. Lately, the increasing realities of impulse control disoder criminal need to confirm whether the increase is actual fact or another reason to discover more ease and many because of increase technique and expert for medical and clinical treatment. It is a specific field to access and utilize the knowledge of mental and psychological. The present day, the province of mental disorder is extended, the criminal justice system have no consistency to accept the province of mental disorder. Medical specialist is needed to decide correctly diagnosis and clinic of impulse control disorder to expense many time and cost. Besides it is difficult to make accurate diagnosis about psychological province. But the naming of impulse control disorder is demanded to participate medical experts. The paper reviewed the realities of impulse control disorder criminal and access method of criminal justice system. In fact, the actual realities of impulse control disorder criminal is small than what we know them, the court have no recognition the mentally an physically handicapped by impulse control disorder. In future, we have to introduce forensic mental health assessment to diagnose and utilize mental illness of impulse control disorder criminal. 충동조절 장애는 충동으로 인하여 긴장감이 증가하고 이를 해소하기 위해서 해가 되는 행동을 하는 것을 특징으로 하는 정신질환이다. 충동조절 장애에 기인한 행위의 방향이 자신에게 향하는 경우가 있고 타인에게 향하는 경우가 있는데, 후자인 경우에 절도, 폭행, 상해, 살인 등의 범죄행위와 연결될 수 있다. 이와 같은 충동통제 장애 범죄의 실태와 심리적 접근방법을 살펴보았다. 이들을 범죄자로 보고 처벌해야 하는지, 정신질환을 가진 환자로 보고 치료에 중점을 두어야 하는 것인지 기본적인 접근방법부터 논쟁거리로 남아있다. 최근에 증가하고 있다는 충동조절 장애 범죄의 실태가 실제로 증가한 것인지, 의료적이고 임상적인 기술과 전문가의 증가로 이러한 정신질환을 더 쉽게 더 많이 발견해 내는 것은 아닌지 확인해 볼 필요도 있다. 의료적인 지식과 심리학적인 지식에 접근하고 활용하는 것과 매우 전문적인 분야라 할 수 있다. 현대사회에서 정신장애의 영역은 점점 확장되고 있는 추세이고, 형사사법체계에서 새로운 영역의 정신장애 영역을 수용하는 데에 일관적이지도 못하다. 충동조절 장애를 판단하기 위해서는 의료 전문가들의 정확한 진단과 임상을 실시하는 것이 필요한데 여기에는 많은 시간과 비용이 든다. 또한 심리적인 영역에 대해서는 '정확한' 진단을 한다는 것이 어려운 일이다. 하지만 충동조절 장애 범죄라고 명명하기 위해서는 전문가들의 참여가 필수적으로 요구된다. 이 논문에서는 충동조절 장애로 인한 범죄의 실태와 이에 대한 형사사법체계에서 접근방법을 살펴보았다. 실제로 충동조절 장애범죄의 실태는 알려져 있는 것보다 적고, 법원에서는 충동조절장애로 인한 심신장애를 인정하지 않고 있는 실정이며, 앞으로 충동조절 장애 범죄자의 정신감정과 활용에 대해 효과적으로 대응하기 위해 법심리학적 정신감정 제도 등을 도입할 필요가 있다.

The role of fashion involvement, brand love and hedonic consumption tendency in fashion impulse purchasing

Georgia Liapati,Ioannis Assiouras,Jean-Marc Decaudin 한국마케팅과학회 2015 Journal of Global Fashion Marketing Vol.6 No.4

The purpose of this study is to explain the paths that lead to impulse purchasing of fashion products by investigating, for the very first time, the role of brand love in impulse purchasing. In this research, impulse purchasing is defined as the strong and unexpected desire to purchase a product without having pre-shopping intentions to buy it. A theoretical model of fashion-product impulse-buying was developed, by examining the associations between fashion involvement, brand love, hedonic consumption tendency, positive affect, fashion impulse tendency, shopping enjoyment, browsing, available budget and urge to impulse-buy a fashion product. The urge to impulse-buy a fashion product can be explained mainly by fashion involvement, which directly and indirectly influences several related variables, such as shopping enjoyment, browsing and fashion impulse tendency. On the other hand, brand love and hedonic consumption tendency increase the positive affect that consumers feel when visiting stores, which stimulates them to impulse-buy fashion products. Finally, the impulse purchase is influenced by urge and available budget.

청소년의 가출충동에 관한 연구 -우울의 매개효과를 중심으로-

박소영,조성희 한국청소년학회 2011 청소년학연구 Vol.18 No.12

As runaway can induce persistent problems to adolescents, the social interventions and studies on adolescents' runaway are necessary. This study examined the relationship of runaway impulse, the precedent factor of runaway, and depression of adolescents. The literature on adolescents' runaway impulse have not provided the interaction and causal relationship of various factors of runaway impulse. This study, to overcome that limit, examined the effect and mediation effect of depression and interaction of factors on runaway impulse. This study conducted the path analysis using the data of 4013 adolescents who had responded having runaway impulse among the data of 2009 Children and Youth Runaway Survey of National Youth Policy Institute. The results showed that abuse/neglect and social support had direct effect and indirect effect mediated by depression on runaway impulse. Self-esteem had only indirect effect mediated by depression, and depression had direct effects on the runaway impulse of adolescents. This study has a significance in that the result showed the mediating effect of depression and the path that independent variables affected runaway impulse. On the basis of the results, practical suggestions to decrease the level of depression and runaway impulse of adolescents were discussed. 청소년 가출은 청소년에게 지속적인 문제를 발생시키기 때문에 사회적 개입과 연구가 필요하다. 본 연구는 가출의 선행요인으로 밝혀진 가출충동과 청소년기의 우울의 관계를 살펴보았다. 특히 선행연구들에서 가출충동의 다양한 영향요인들의 상호작용관계나 인과관계에 대한 구조 제시가 없었던 한계를 극복하고자 우울이 가출충동에 미치는 영향과 자아존중감, 부모로부터의 학대방임, 사회적 지지가 우울을 매개로 하여 가출충동에 어떠한 영향력을 주고받는지 살펴보았다. 본 연구에서는 2009년 아동․청소년 가출실태조사 자료 중 가출충동을 가지고 있다고 응답한 4013명의 자료를 활용하여 경로분석을 실시했다. 연구결과 학대방임, 사회적 지지는 가출충동에 대하여 직접효과와 우울을 매개로 한 간접효과를 갖는 것으로 나타났고, 자아존중감은 우울을 통한 간접효과만을 갖는 것으로 나타났으며, 우울은 가출충동에 대한 직접효과를 갖는 것으로 나타났다. 이러한 결과는 가출충동에 대한 직접적인 효과에 초점을 맞추었던 선행연구에서 제시하지 못했던 측면인 우울의 매개효과와 독립변수들이 가출충동에 영향을 미치는 경로를 보여주는 의의가 있다고 할 수 있다. 연구결과를 바탕으로 청소년의 가출충동과 우울 수준을 낮추기 위한 실천적인 제언들이 이루어졌다.

자살충동 청소년의 정서 안정과 자살충동 감소를 위한 콜라주 활동 중심 상담 사례연구

김상인 사)한국아동발달지원연구소 2017 임상미술심리연구 Vol.7 No.2

The purpose of this study is that the case study on collage-based counseling for emotional stability and suicide impulse reduction of the adolescent suicide impulse. The participant is 6th grade elementary school girl who have to suicide impulse. The total sessions of counseling is eight sessions. The each sessions is was conducted counseling of collage activity-centered. The assignment of this study is first, how has emotional stability changed in the counseling of collage activity-centered. second, how has the suicidal impulse changed in the counseling of collage activity- centered. This study compared suicide impulse and emotional stability. The counseling contents of each sessions were observed and summarized. The change of suicide impulse test was carried out pre-test and posy-test by Eysenck Impulsivity Scale. The result of the study, counseling of collage activity-centered gave a positive change to emotional stability and reduce suicide impulse. In the pre-test, suicide impulse were negative but normal in the post-test. The emotional stability test was a measured of mood disorder and anxiety disorder in DSM-Ⅴ. Pre-test showed emotional anxiety in mood disorder and anxiety disorder, but post-test showed stable emotion. As a result of this case study, counseling of collage activity-centered helped suicide impulse reduction and emotional stability. 본 연구의 목적은 자살충동 청소년의 정서안정과 자살충동 감소를 위한 콜라주 활동중심 상담 사례연구이다. 연구대상자는 자살충동을 가지고 있는 초등학교 6학년 여학생이다. 상담회기는 총 8회기로 진행되었다. 각 회기는 콜라주 활동 중심의 상담으로 진행하였다. 연구문제는 첫째, 콜라주 활동 중심 상담에서 정서안정은 어떻게 변화하였는가? 둘째, 콜라주 활동 중심 상담에서 자살충동은 어떻게 변화하였는가? 본 연구는 자살충동 척도와 정서장애 척도를 비교 분석하였다. 각 회기별 상담내용은 관찰하여 요약정리 하였다. 자살충동 척도검사는 Eysenck Impulsivity Scale 로 사전검사와 사후검사를 실시하였다. 연구결과는 콜라주 기법이 자살충동 감소와 정서 안정의 긍정적인 변화가 있는 것으로 나타났다. 사전검사에서 자살충동검사는 부정적이었으나 사후검사에서는 정상으로 나타났다. 정서적 안정 검사는 DSM-Ⅴ의 기분장애와 불안장애 척도로 실시하였다. 사전검사는 기분장애와 불안 장애에서 정서적 불안을 보였지만, 사후검사는 안정된 감정을 나타냈다. 본 사례연구 결과 콜라주 활동 중심의 상담이 자살충동 감소와 정서 안정에 도움이 되었다.

소비자의 자선적 충동에 관한 측정도구의 개발 - 비영리단체에 대한 기부행위를 중심으로 -

옥정원,서해진 대한경영정보학회 2014 경영과 정보연구 Vol.33 No.3

본 연구는 비영리기관에 대한 기부행위에 영향을 주는 여러 가지 요인들 중에서 기존의 많은 선행연 구들에서 강조되어온 기부동기와 기부행위간의 관계에 대한 새로운 시각을 제시하고자 하며, 이는 기존의 기부동기와 기부행위간의 상황적 갭에 따른 문제제기를 바탕으로 한다. 이러한 갭을 구체화 하기 위하여 비영리단체에 대한 개인 기부자의 기부동기와 기부행위간의 보다 더 정교한 심리적 요 인을 탐색적으로 살펴보고,아울러 그러한 심리적 요인의 실체가 무엇인지를 규명하고자 하는 것이 본 연구의 주된 연구 목적이라 할수 있다. 이에 본 연구는 관련 선행연구를 바탕으로 기부동기와 기부행위간의 관계를 충동적 관점에서 자선적 기부충동이라 명명하고, 이에 대한 구체적인 측정도구를 개발하고자 한다. 연구결과 소비자의 자선 적 기부 충동성은 구체적으로 평가민감 충동성, 기능적 충동성, 보상민감 충동성, 무계획적 충동성 등의 4가지 요인들로구분되었으며, 향후 소비자의 자선적 충동성과 관련된 연구를 수행하는 데 있어 기초자료로 활용될 수 있을것으로 기대된다. Main research question of this study is based on situational gap between donation motivationand behaviour in non-profit organization. However, researches investigating the gap were limited. Therefore, this study examined components of psychological variables. Specially, we proposed thevariables about consumer’s impulsive motivation or behavior on impulse literature in donationtoward non-profit organization. This study conducted a scale development to measure consumer’s charity donation impulse basedon non-conscious viewpoint. For the development of measurement tool for charity donation impulse, we conducted two stagesof research process. First, the measurement items of charity donation impulse were developedthrough FGI and in-depth interview on experts. Secondly, the factor analysis was performed, andthen some items were eliminated through this analysis. As a result, we found the final scale with26 items, which were named as evaluation sensitivity charity impulse, reward sensitivity charityimpulse, functional impulse, non-planning charity impulse. These results showed that themeasurement items developed in this study were confirmed to be useful tools for measuring charitydonation impulse.