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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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초록· 키워드
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Purpose: The main purpose of this research is to examine the effect of impulse buying tendencies toward impulse buying, which is mediated by an urge to buy and moderated by the gender of the retail customers. Research design, data and methodology: This study uses a survey design. The sample consisted of several mall customers in Yogyakarta. Purposive sampling was used as the sampling technique. Data collection was carried out in two ways, distributing questionnaires online and directly giving questionnaires to mall customers. Results: The results of data analysis using structural equation modeling show that: 1). Impulse buying tendencies have a positive and significant effect on the urge to buy and impulse buying, 2). The effect of impulse buying tendencies on impulse buying were mediated by an urge to buy and moderated by gender. Conclusions: Theoretical implications of this research strengthen the concept/theory concerning the relationship of the impulse buying tendencies, urge to buy and impulse buying. The results of the study have some managerial implications. It can be used to reference retail store business in increasing the volume of retail customers purchases through impulse buying. The retail businesses can increase impulse buying which will trigger impulsive purchases and the company's sales and profitability
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참고문헌 (35)
참고문헌 신청
Adelaar, T. / 2003 / Effects of media formats on emotions and impulse buying intent / Journal of Information Technology 18(4):247~266
Baumeister, R. F. / 2002 / Effects of social exclusion on cognitive processes : anticipated aloneness reduces intelligent thought / Journal of Personality and Social Psychology 83(4):817
Beatty, S. E. / 1998 / Impulse buying : Modeling its precursors / Journal of Retailing 74(2):169~191
Cheng, Y. / 2013 / The effect of companion’s gender on impulsive purchasing : the moderating factor of cohesiveness and susceptibility to interpersonal influence / Journal of Applied Social Psychology 43(1):227~236
Tae-Yoo Chun / 2020 / The Effect of Marketing Activities on the Brand Recognition, Brand Familiarity, and Purchase Intention on the SNS of Franchise Companies / The Journal of Asian Finance, Economics and Business 7(11):955~966
Baumeister, R. F. / 2002 / Effects of social exclusion on cognitive processes : anticipated aloneness reduces intelligent thought / Journal of Personality and Social Psychology 83(4):817
Beatty, S. E. / 1998 / Impulse buying : Modeling its precursors / Journal of Retailing 74(2):169~191
Cheng, Y. / 2013 / The effect of companion’s gender on impulsive purchasing : the moderating factor of cohesiveness and susceptibility to interpersonal influence / Journal of Applied Social Psychology 43(1):227~236
Tae-Yoo Chun / 2020 / The Effect of Marketing Activities on the Brand Recognition, Brand Familiarity, and Purchase Intention on the SNS of Franchise Companies / The Journal of Asian Finance, Economics and Business 7(11):955~966
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