• 가정과삶의질연구
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• 제21권2호
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• pp.61-74
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• 2003

Recently, the number of consumers who buy various goods using the shopping channels on cable TV has increased. The objectives of this study are to examine the propensity of consumers to make an impulse purchase through cable TV, and to investigate the factors that influence consumers' impulse purchase. The following was found in this study: (1) The propensity of consumers to make impulse purchases on cable TV is somewhat low, Among sub-areas of impulse purchase, the propensity to make impulse purchase by suggestion is the highest. (2) Among the variables that affect consumers' impulse purchase on cable TV, the most influential variable is the psychological factor, followed by the frequency of shopping on cable TV, positive testimony from consumers who have used the product, and the amount of time spent in watching shopping channels on cable TV, in that order.

• 한국콘텐츠학회논문지
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• 제9권12호
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• pp.201-211
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• 2009

경제성장에 힘입어 경제적 안정을 확보한 중년여성들이 점차 외모에 대한 관심도가 증가함에 따라 한국의 화장품 산업도 중년여성을 타깃으로 하는 상품이 급성장하고 있는 추세이다. 특히 중년층의 사회적 활동과 다양한 여가 활동, 그리고 전반적인 미의식의 고취 등으로 인하여 중년층의 외모에 대한 관심도는 화장품에 대한 관심과 구매심리를 자극하기에 충분하다. 이에 본 연구는 중년여성의 외모관심도 수준을 파악하고 그 수준정도가 화장품구매행동에 어떠한 영향력을 미치는지에 대해 실증적인 분석을 실시결과는 다음과 같다. 1. 군집에 대해 각각의 인자 점수에 대한t-test와 분산분석을 실시한 결과, 외모관심도가 높은 유형 1(108명)과 외모관심도가 낮은유형2(91명)으로 나타났다. 2. 화장품 구매행동 요인으로는 유행선도형. 충동구매형, 브랜드의존형, 심사숙고형, 계획구매형, 그리고 브랜드충성형 등 6가지 요인이 도출되었다. 3. 화장품 구매행동에 외모관심도 수준 정도에 따라 차이가 있는 것으로 타나났다.

• 복식문화연구
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• 제6권4호
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• pp.104-119
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• 1998

The purpose of this research were to classify college women's clothing shopping orientation and analyze the predictable variables of impulse buying. The results of this research were as follows ; 1. Clothing shopping orientation was classified leisure pursuit, economic, careful and name brand preferring shopping. With reference to leisure pursuit and economic shopping, they were classified into four types, low shopping involved shopping type, economic shopping type, leisure pursuit shopping type, and high shopping involved shopping type. The low shopping-involved and the economic shopping types made much of planned buying. The planned impulse buying, reminder impulse buying, fashion oriented impulse buying and pure impulse buying were highly evaluated in the high-involved and the leisure pursuit shopping types. 3. The high shopping-involved and leisure pursuit shopping types were more likely to do impulse buying than low shopping-involved and the economic shopping types. 4. The most important factor for the four groups was design. Quality, color, utility were followed by design. 5. Impulse buying behaviors of four groups could be predicted by the information source and the marketing stimulus buying.

• 정보학연구
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• 제8권4호
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• pp.65-74
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• 2005

The central purpose of this paper is to examine impulsive buying from home shopping channels and to investigate some stimulating factors of marketing on the customers' impulsive buying. on TV. Survey questionnaires were given to 303 customers who have purchased products through TV home shopping more than once. We report the following findings. First, we find that product stimuli factors exert an effect on impulsive buying of fashion goods, but not of specialty goods. Second, of the two promotion stimuli factors a bonus pack and an extended payment period-the latter is shown to have a great effect. Third, in the case of price stimuli factors, concrete stimuli such as a discount range have a greater influence than abstract stimuli such as a reliable pricing. Finally, in the area of situational stimuli factors, speeches of show hosts have a bigger impact than buying situations such as limit selling. We believe that the current research provides a significant result, theoretically and practically, with respect to customers' behavior in TV home shopping. The methodological limitation involving samples and sampling method and the regional limitation make it difficult to generalize the findings. It should be worthy classifying and managing marketing stimuli. More practical research is in order.

• 복식
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• 제36권
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• pp.25-41
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• 1998

The purpose of this research was to study four impulse buying dimensions and planned buying, marketing stimulus factors in store, buying im-pulse and impulse buying of female consumer. The female consumers were divided into three groups, i.e., college students, housewives and workingwomen. 408 women living in Kyung Nam were selected as respondents by convenience sampling methods. The results of this research can be summarized as follows. 1. The overall impulses were stronger for college students and workingwomen than house-wives. The impulse buying dimensions were different according to the status of women. 2. Buying impulse and impulse buying of clothing were more likely to be for college students and working women than housewives. 3. The display in the store gave the information to the three groups equally. These infor-mations helped to make the impulse buying. 4. The marketing stimulus factors were different according to the status of respondents. Sensitive and aesthetic factors were important for college students and workingwomen, and the utility of clothing were important for house-wives. The color of clothing, the discount of regular price and the low price had the same meanings to the three groups. 5. Impulse buying dimensions were effected by the marketing stimulus factors. 6. The fashionable products, the use of credit card, famous brand, gracious display of clothing and the kind services of salesman were the common factors that stimulate the consumer to buy the clothings. But the color and design of products had more effect on the college students, and the discount of regular price and the utility of clothing were more important for the workingwomen. The color and the utility of clothing were stimulus factors for the housewives.