해외여행자들의 패션제품 충동구매의 영향요인

• 영문명: Influence Fators of Impulse Buying of Overseas Travelers for Fashion Products
• 발행기관: 한국마케팅과학회
• 저자명: 장선영(Jang Sun Young) 박은주(Eun Joo Park)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』Korean Academy of Marketing Science Fall International Conference, 197~209쪽, 전체 13쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.11.30

영문 초록

  The purpose of this study was to examine the influencial factors of impulse buying for fashion products related to overseas shopping.
  Data were obtained from 230 adult male and female consumers living in Busan who have traveled overseas in the last year, and were analyzed by factor analysis, Cronbach"s alpha test, t-test, and chi-square test, using SPSS by WIN 12.0.
  The results of this study were as follows:
  First, purchasing situation that affected impulse buying of overseas travelers consisted of Price/brand situation, Mood/affection situation, Store atmosphere situation, Memorial situation, and Others" recommendation situation.
  Perceived risk of overseas travelers were composed of Appropriateness/comfortableness risk, Fashion/prestige risk, and Economic risk. The preferred store types of overseas travelers were Duty free shops and Department stores.
  Second, overseas travelers were more likely to buy impulsively fashion products which were famous brands and less expensive than domestic price. They also bought those items when they were in good mood, were affected by store atmosphere, others‘ recommendation, and perceived as a memorial product. There were no significant differences in perceived risk factors between impulse buyers and non-impulse buyers, although both groups were highly perceived risks appropriateness and comfortableness or of their images.
  Overseas travelers visited most frequently duty free shops to buy fashion products. Impulse buyers of overseas travelers were more likely to visit department stores and shopping mall than non-impulse buyers.
  Finally, there are differences in purchasing situations and store types to buy fashion products between impulse buyers and non-impulse buyers of overseas travelers. This study could provide managerial implications for developing strategies fashion products related to overseas traveling.

목차

Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 결과분석 및 논의
Ⅴ. 결론 및 제언
참고문헌