본 연구에서는 제품특성, 점포분위기, 자아 존중감, 자극추구수준등의 구매상황변수를 선행변인으로 하여 충동구매와 충동구매 후의 행동 간 관계를 분석하였다. 본 연구에서 확보된 자료의 실증분석은 SPSS 15.0(ver.)과 AMOS 7.0(ver.)을 이용하였다. 연구가설을 검증하기 위해서 빈도분석, 탐색적 요인분석, 확인적 요인분석, 신뢰도분석, 그리고 구조방정식모델 분석을 실시하였다. 결과는 다음과 같다.
첫째, 구매상황변수와 구매충동 간의 관계에서는 제품특성, 점포분위기, 자극추구수준이 구매충동을 자극하는 요인으로 규명되었다. 둘째, 구매상황변수와 충동구매 간의 관계에서는 제품특성, 점포분위기가 영향을 미치는 요인으로 분석되었다. 셋째, 구매상황변수와 충성도 간 관계에서는 제품특성과 점포분위기가 직접적인 영향관계가 있는 것으로 분석되었다. 넷째, 구매충동은 충동구매에 긍정적인 영향을 미치는 것으로 분석되었고, 다섯째 충동구매는 충성도에 유의한 영향을 미치지 않는 것으로 나타났다.
분석결과를 중심으로 이론적 의미 해석 및 실무적 측면에 도움을 줄 수 있는 맥락에서 논의 하였다.
본 연구에서는 제품특성, 점포분위기, 자아 존중감, 자극추구수준등의 구매상황변수를 선행변인으로 하여 충동구매와 충동구매 후의 행동 간 관계를 분석하였다. 본 연구에서 확보된 자료의 실증분석은 SPSS 15.0(ver.)과 AMOS 7.0(ver.)을 이용하였다. 연구가설을 검증하기 위해서 빈도분석, 탐색적 요인분석, 확인적 요인분석, 신뢰도분석, 그리고 구조방정식모델 분석을 실시하였다. 결과는 다음과 같다.
첫째, 구매상황변수와 구매충동 간의 관계에서는 제품특성, 점포분위기, 자극추구수준이 구매충동을 자극하는 요인으로 규명되었다. 둘째, 구매상황변수와 충동구매 간의 관계에서는 제품특성, 점포분위기가 영향을 미치는 요인으로 분석되었다. 셋째, 구매상황변수와 충성도 간 관계에서는 제품특성과 점포분위기가 직접적인 영향관계가 있는 것으로 분석되었다. 넷째, 구매충동은 충동구매에 긍정적인 영향을 미치는 것으로 분석되었고, 다섯째 충동구매는 충성도에 유의한 영향을 미치지 않는 것으로 나타났다.
분석결과를 중심으로 이론적 의미 해석 및 실무적 측면에 도움을 줄 수 있는 맥락에서 논의 하였다.
Using purchase situation variables, including product features, store atmospheres, self-esteem and tendency levels to seek stimulation, as preceding variables. This study analyzed the relationship between customers’ behaviors before and after impulse buying. This analysis was done by using purchas...
Using purchase situation variables, including product features, store atmospheres, self-esteem and tendency levels to seek stimulation, as preceding variables. This study analyzed the relationship between customers’ behaviors before and after impulse buying. This analysis was done by using purchase situation variables, including product characteristics, store atmospheres, self-esteem and tendencies to seek stimulation, as preceding variables. The confirmatory factor analysis on the materials was conducted by utilizing SPSS 15.0(ver.) and AMOS 7.0(ver.). Besides, frequency analysis, exploratory factor analysis(EFA), confirmatory factor analysis(CFA), reliability analysis, and Structural Equation Model(SEM) were performed to verify the hypothesis. The results are as follows. First, when the relationship between purchase situation variables and impulses to buy was examined, product characteristics, store atmospheres and tendency levels to seek stimulation were found to prompt impulse buying. Second, it was analyzed that product characteristics and store atmospheres affects impulses to buy. Third, it was identified that product characteristics and store atmospheres directly affect the loyalty intention of customers. Fourth, it was discovered that impulse buying is highly dependent on impulses to buy. Finally, it was found that impulse buying has no significant effect on loyalty intention of customers. The study then interpreted the theoretical meaning of the results and discussed ways to utilize these results in business.
Using purchase situation variables, including product features, store atmospheres, self-esteem and tendency levels to seek stimulation, as preceding variables. This study analyzed the relationship between customers’ behaviors before and after impulse buying. This analysis was done by using purchase situation variables, including product characteristics, store atmospheres, self-esteem and tendencies to seek stimulation, as preceding variables. The confirmatory factor analysis on the materials was conducted by utilizing SPSS 15.0(ver.) and AMOS 7.0(ver.). Besides, frequency analysis, exploratory factor analysis(EFA), confirmatory factor analysis(CFA), reliability analysis, and Structural Equation Model(SEM) were performed to verify the hypothesis. The results are as follows. First, when the relationship between purchase situation variables and impulses to buy was examined, product characteristics, store atmospheres and tendency levels to seek stimulation were found to prompt impulse buying. Second, it was analyzed that product characteristics and store atmospheres affects impulses to buy. Third, it was identified that product characteristics and store atmospheres directly affect the loyalty intention of customers. Fourth, it was discovered that impulse buying is highly dependent on impulses to buy. Finally, it was found that impulse buying has no significant effect on loyalty intention of customers. The study then interpreted the theoretical meaning of the results and discussed ways to utilize these results in business.
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