| 인터넷 쇼핑몰의 마케팅 자극이 화장품 소비자의충동구매, 구매만족도, 재구매의도에 미치는 영향 |
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이정민 |
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| Research Paper : Effect of Marketing Stimulus of Internet Shopping Mall on Impulse Buying, Purchase Satisfaction, and Repurchase Intention |
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Jeong Min Lee |
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| Abstract |
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The study intended to investigate difference in influences of impulse buying behavior of cosmetics on purchase satisfaction and repurchase intention in integrated way. To this end, the author empirically analyzed difference in influences of marketing stimulus of internet shopping mall on impulse buying behavior of cosmetics with female university students showing high purchase rate in internet shopping mall. As the study results, for pure impulse buying, there was difference in influence in the order of product, promotion, and price; for reminder impulse buying, in the order of price, product, and promotion; for suggestion impulse buying, in the order of product and price; for stimulus impulse buying, in the order of promotion and price; for purchase satisfaction, in the order of product, price, and promotion; for repurchase intention, in the order of product, promotion, and price. And for purchase satisfaction, it was surveyed in the order of reminder impulse buying, suggestion impulse buying, and stimulus impulse buying. So, it could be known that there was difference in influence on impulse buying, purchase satisfaction, and repurchase intention. The study will provide useful basic materials that can be used in securing customer and establishing promotion strategy by specifically exploring influences on impulse buying behavior of consumers for cosmetics in the internet shopping mall. |
| Key Words:
Impulse buying, Marketing stimulus, Purchase satisfaction, Repurchase intention |
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