할인점 의류제품의 구매의도 충동구매에 관한 연구

Abstract

The purpose of this study was investigate influential factors on he buying intention and the impulse buying of discount store apparel. Data were collected by randomly surveys and the subject was married women. SPSS PC+ 8.0 was used to analyze the data. The factors to influence on the buying intention of discount store apparel were perceived money value, store image, brand familiarity, differentiated needs, perceived risk, perceived quality, voluntary performance. It was found that perceived money value affected buying intention and that perceived quality affected the satisfaction after buying. The factors to influence on impulse buying of discount store apparel were environmental stimulus, useful stimulus, emotional stimulus, situational stimulus of consumer. The relationship between stimulus factors of impulse buying and influenced factors of buying intention was that store image affected useful stimulus and differentiated needs affected emotional stimulus.