모바일 쇼핑에서 충동구매와 후회감에 영향을 미치는 요인: 정보통제력, 가격민감도, 과잉확신을 중심으로

Abstract

Recently, mobile shopping has been paid attention to in e-commerce. Schwartz(2012) suggested mobile shopping is impulse economy. Although mobile shopping has many merits for consumer, there is problem of impulse buying due to the lack of information on limited screen of mobile phone. Therefore, a comprehensive model of impulsive buying of mobile shopping was developed and verified in the study. The model consisted of perceived information control, price sensitivity, overconfidence of information, impulse buying, and regret of buying. A online survey in which 218 consumer responded was performed to test hypotheses. As results, perceived information control affected price sensitivity and overconfidence of information, and they affected impulse buying, The more impulse buying, the higher regret of buying is. As impulse buying is bad not only consumer but also company, mobile shopping site should make effort not to stimulate consumer's impulse desire for purchase. Implication and further studies were suggested in the conclusion.