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The Effects of Online Advertisements and Promotions on Customer's Emotions and Impulsive Buying
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온라인 쇼핑몰 환경에서 상품 광고와 판촉이 고객 감성과 충동구매에 미치는 영향

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Type
Academic journal
Author
Jung, Wonjin (단국대학교)
Journal
Global e-Business Association The e-Business Studies Vol.12 No.3 KCI Accredited Journals
Published
2011.9
Pages
223 - 249 (27page)

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The Effects of Online Advertisements and Promotions on Customer's Emotions and Impulsive Buying
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Abstract· Keywords

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The Internet enables shoppers to buy from home 24 hours a day, 7 days a week. In order to attract them, keep their attention, and increase sales, online shopping malls are conducting various commercial activities on the Internet. For example, Internet ads such as banners, e-catalogs, and e-brochures have used to reach a large number of potential customers. In addition, online shopping malls also have run promotions including coupons and free samples to attract visitors. Due to the Internet and online shopping malls’ efforts, the chances to buy products online impulsively have increased drastically. However, a comprehensive literature review found that there has been little empirical evidence on the Internet ads and promotions that affect customer emotions and impulsive buying. Therefore, the goal of this study to examine the relationships between the Internet advertising including promotions on customer’s positive emotions and impulsive buying. A survey was conducted to collect data. The results showed that the customers exposed to strong visual stimuli of the Internet ads felt more positive emotions than the customer exposed to weak visual stimuli of the Internet ads. In addition, this study found positive relationships between customers’ positive emotions, such as happiness, pleasure, and excitement and their impulsive buying behaviors.
#광고 #시각 #자극 #판촉 #감성 #충동 #구매 #advertisements #promotions #emotions #visual #impulsive #buying

Contents

초록
I. 서론
II. 이론적 배경
III. 연구방법론
IV. 연구결과 및 시사점
V. 결론
참고문헌
ABSTRACT
부록

References (71)

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1. [학술지(정기간행물)] - 박은주 / 2011 / Apparel Impulse Buying and Shopping Emotion: Does It Differ between Korea and the US / 한국생활과학회지 20 (2) : 401 ~ 412 dbpia 2. [학술지(정기간행물)] - 이수지 / 2011 / 청소년 스포츠용품 구매의 지각된 서비스속성 및 충동구매, 고객만족과의 관계분석: 오프라인 쇼핑몰과 온라인 쇼핑몰을 대상으로 / 한국체육교육학회지 15 (4) : 199 ~ 214 dbpia 3. [학술지(정기간행물)] - 전대근 / 2010 / 남자 대학생의 의복관여, 유행혁신성, 충동구매, 브랜드 충성도에 관한 연구 / 한국의류학회지 34 (3) : 424 ~ 436 dbpia 4. [학술지(정기간행물)] - 정주원 / 2010 / 면세점내 상황적·감정적 요인이 충동구매에 미치는 영향에 관한 연구 / 대한가정학회지 48 (8) : 99 ~ 111 dbpia 5. [단행본] - Aaker, D.A. / 1996 / Building Strong Brands / The Free Press google schola

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