온라인 쇼핑에서 매장특성이 고객의 충동구매유형에 미치는 영향에 관한 연구
A Study on the Impact of Store Characteristics on Customer Impulse Purchase Types in Online Shopping
The purpose of this study is to analyze the effect of online store characteristics on impulsive purchase types. For this purpose, a research model that online store characteristics of price, quality, warranty policy, product assortment, promotional events, website design, fame/reputation, ease of use and information quality influence the four impulsive purchase types of pure impulse buying, reminder impulse buying, suggestion impulse buying and planned impulse buying was proposed. A total of 427 valid data were collected through questionnaires, and the research model was analyzed empirically using a confirmatory factor analysis and a path analysis using structural equation modeling with the data. The results show that promotional events affect pure impulse, prices and promotions events influence planned impulse, product assortment and quality affect suggestive impulse and fame/reputation influences reminder impulse buying. However, price and product assortment have no effect on pure impulse, warranty policy and ease of use have no effect on suggestion impulse, and website design and information quality have also no influence on reminder impulse buying. The results of this study are expected to provide strategic insight to online shop managers to lead impulse purchases of customers.
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