지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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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.
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참고문헌 (37)
참고문헌 신청
Assael / 1992 / "Consumer Behaviour and Marketing Action" 4th edition / PWS-Kent
Babin / 2000 / Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer / Journal of Business Research 49 (2) : 91 ~ 99
Batra / 1990 / The Role of Mood in Advertising Effectiveness / Journal of Consumer Research 17 : 203 ~ 214
Bearden / 1983 / Some determinants of consumer satisfaction and complaint reports / Journal of Marketing Research 20 : 21 ~ 28
Cronin / 1992 / Measuring Service Quality: A. Reexaminaton and Extension / Jourmal of Marketing 56 : 55 ~ 68
Babin / 2000 / Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer / Journal of Business Research 49 (2) : 91 ~ 99
Batra / 1990 / The Role of Mood in Advertising Effectiveness / Journal of Consumer Research 17 : 203 ~ 214
Bearden / 1983 / Some determinants of consumer satisfaction and complaint reports / Journal of Marketing Research 20 : 21 ~ 28
Cronin / 1992 / Measuring Service Quality: A. Reexaminaton and Extension / Jourmal of Marketing 56 : 55 ~ 68
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