소비자의 성격유형에 따른 감정반응이 충동구매 의도에 미치는 영향에 관한 연구: 테이크이웃 커피전문점을 중심으로

• 발행기관: 한국외식경영학회
• 저자명: 최성수(Seong Su Choi) 정하봉(Ha Bong Jung) 권용주(Yong Ju Kown)
• 간행물 정보: 『외식경영연구』15권 1호, 399~416쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.02.28

영문 초록

This study was carried out to analyze the meaningful effects of ``Take Out Coffee Shop`` customer`s emotional reactions according to their five personality trait factors (extroversion, instability, openness, sincerity, and affinity) on the impulse buying intention, focusing on the moderating effect of store image for Take Out Coffee Shop. The results are as follows: First, the affirmative aspects of the customer`s emotional reactions according to the personality traits were found to be related to extroversion, instability, openness, and affinity. Also, the negative ones appeared to be related to extroversion and affinity. Second, the impulse buying intention by the personality traits appeared to be noticeably affected by the extroversion. Third, the impulse buying intention was found to be meaningfully affected by the customer`s emotion.

키워드

Personality traits Emotional reaction Impulse buying intention take out coffee shop