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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.27 No.9(Wn.134)
- 발행연도
- 2021.9
- 수록면
- 11 - 22 (12page)
이용수
초록· 키워드
오류제보하기
The prior studies on the food and beverage consuming only are concerned about customers’ rational purchasing behavior so that research on impulsive buying behavior is rare. The vital purpose of this research was to examine the effect of cognition (discounted price, trust in recommendation, and serendipity) on impulsive buying behavior through emotion (urge to buy impulsively) in the online shopping mall environment. Furthermore, this research tested the moderating effect of impulsiveness in the relationship between cognition and emotion. To evaluate food consumers’ impulse purchasing through online shopping mall, this study used an online survey from food consumers with experience in online shopping mall. Data were collected from 170 survey respondents. By using Smart PLS, data were analyzed to predict food and beverage consumers’ impulsive buying behavior. The analysis showed that discounted price, trust in recommendation, and serendipity had a positive impact on urge to buy impulsively. Furthermore, the analysis indicated that urge to buy impulsively was predictors for food and beverage consumer’s impulsive buying behavior in the online shopping environments. Also, impulsiveness was found to play a moderating role in the relationship between cognition and emotion. This research broadens the perspective of impulsive purchasing behavior at online consuming area. Furthermore, this research is meaningful to investigate the role of impulsiveness by showing moderating roles of impulsiveness in relationships between cognition and emotion in online shopping consuming behavior.
목차
ABSTRACT
1. INTRODUCTION
2. THEORETICAL BACKGROUND
3. RESEARCH MODEL
4. RESEARCH METHOD
5. ANALYSIS AND RESULT
6. DISCUSSION AND IMPLICATION
REFERENCES
참고문헌 (61)
참고문헌 신청
Adelaar, T., Chang, S., Lancendorfer, K. M., Lee, B., & Morimoto, M. (2003). Effects of media formats on emotions and impulse buying intent. Journal of Information Technology, 18(4), 247-266.
Ahmad, M. B., Ali, H. F., Malik, M. S., Humayun, A. A., & Ahmad, S. (2019). Factors affecting impulsive buying behavior with mediating role of positive mood: An empirical study. European Online Journal of Natural and Social Sciences, 8(1), 17-35.
Alagoz, S. M., & Hekimoglu, H. (2012). A study on tam: Analysis of customer attitudes in online food ordering system. Procedia-Social and Behavioral Sciences, 62, 1138-1143.
Amir, H., & Rizvi, W. (2017, January). Influence of perceived risk and familiarity on willingness to transact in online food shopping in developing economies. In Creating Marketing Magic and Innovative Future Marketing Trends, 891-895.
Ashraf, M. A., Joarder, M. H. R., & Ratan, S. R. A. (2019). Consumers’ anti-consumption behavior toward organic food purchase: An analysis using SEM. British Food Journal, 121(1), 104-122.
Ahmad, M. B., Ali, H. F., Malik, M. S., Humayun, A. A., & Ahmad, S. (2019). Factors affecting impulsive buying behavior with mediating role of positive mood: An empirical study. European Online Journal of Natural and Social Sciences, 8(1), 17-35.
Alagoz, S. M., & Hekimoglu, H. (2012). A study on tam: Analysis of customer attitudes in online food ordering system. Procedia-Social and Behavioral Sciences, 62, 1138-1143.
Amir, H., & Rizvi, W. (2017, January). Influence of perceived risk and familiarity on willingness to transact in online food shopping in developing economies. In Creating Marketing Magic and Innovative Future Marketing Trends, 891-895.
Ashraf, M. A., Joarder, M. H. R., & Ratan, S. R. A. (2019). Consumers’ anti-consumption behavior toward organic food purchase: An analysis using SEM. British Food Journal, 121(1), 104-122.
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