A Study on Affecting Factors of Impulsiveness Buying in the Internet Shopping Mall: Focus on Moderating of Browsing

인터넷 쇼핑몰에서 충동구매에 미치는 영향요인에 관한 연구: 브라우징의 매개를 중심으로

In situation of rapid growth of internet shopping recently, impulse purchase of customer is being appeared social problem, specially college student customers. The Purpose of this study was empirically examine the factors affecting customer impulsiveness buying in the internet shopping mall. The data were collected via a self-administered questionnaire from 298 male and female students who have shopping experience on the internet shopping mall, living in Seoul and Kyoungnam province. The major finding of this study are summarized as follows. First, the characteristics of internet shopper(search tendency) and impulsiveness buying has significant relationships. Second, the characteristics of internet shopping mall(convenience, marketing stimulus) had influence on customer's impulse purchase behavior.