소셜커머스 환경에서 외식상품 소비자의 감정이 충동구매에 미치는 영향

• 영문명: The Effect of Restaurant Products Purchaser's Emotion for Impulse Buying in Social Commerce
• 발행기관: 한국관광학회
• 저자명: 정남호 송효근
• 간행물 정보: 『관광학연구』제38권 제8호, 101~127쪽, 전체 27쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.10.31

영문 초록

The development of mobile technology and simplified payment, however, make people do impulse buying, and it helps the social commerce web site to generate sales sharply. Meanwhile, the previous researches on the social commerce only is concerned about consumer behavior on rational thinking so that there is not enough research on impulse buying. Impulse buying put a different complexion on consumer behavior when it compares to planned shopping behavior, and it is based on the emotion. Hence, a study of impulse buying that is accompanied by psychological, emotional change is needed, not the research on decision making process in purchasing based on consumer’s rational thinking. In this research, we surveyed about restaurant product which is frequently purchased on the social commerce. The authors propose perceived ease of use, perceived enjoyment, discounted price, and merchandise attractiveness as requisite of cognition. Then, this study investigates the effect of restaurants product purchaser's emotion for impulse buying in social commerce.

목차

I. 서론

II. 이론적 배경

III. 연구모형 및 가설 설정

IV. 연구방법론

V. 분석 및 결과

V. 결론 및 향후 연구방향

참고문헌

키워드

소셜커머스 외식상품 감정 충동구매 스마트관광 Social commerce Restaurant product Emotion Impulse buying Smart tourism