중국의 인터넷쇼핑몰 사용자 특성이 감정 및 충동구매와 재구매의도에 미치는 영향에 관한 연구

• 영문명: A study on influence of Chinese Internet Shopping Mall's user specific factors effect on user emotions, impulse buying and repurchase
• 발행기관: 한국무역연구원
• 저자명: 이형주(Hyoung-Joo Lee) 전상택(Sang-Taek Jeun)
• 간행물 정보: 『무역연구』제9권 제3호, 489~520쪽, 전체 32쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2013.06.30

영문 초록

China's Internet shopping mall's first buyers were highly educated people, Recently, high age, rising income and middle class urban dwellers are rapidly increasing their use of the Internet is bringing a huge ripple effect. Internet users in China in June 2012 already exceeded half billion three thousand people. First, research influence of Chinese Internet Shopping Mall's user specific factors effect on user emotions, impulse buying and repurchase. second, analysis about premium, first,second, third grade city's characteristics of internet shopping mall users in China effect significant differences to emotion, impulse purchase, repurchase intention. through the empirical research in often used Chinese Internet shopping Mall, innovation and Purchase Preference were effected significant positive emotions in user characteristics factors. Profit recognition, level of technical knowledge, innovation and purchase preference were effected negatively. China's Internet shopping mall user's positive emotions and negative emotions both were effected Impulse buying significantly. Particularly negative emotions effected impulse buying better than positive emotions. Internet shopping mall users' impulse buying effected repurchase intentions significantly and for analysis significant differences about influence of premium, first,second, third grade city's channel. In the result of comparison, the constraints model and non-constraints model of same channel are partial adopted. Through the result, theoretical and practical, and its implications for the marketing strategies proposed about user attributes and emotional factors, impulse purchase, repurchase intention in Chinese internet shopping mall.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설설정

Ⅲ. 연구모형 및 조사방법

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

Internet shopping mall user specific factors emotion impulse buying repurchase