The Effect of Restaurant Products Purchaser's Emotionfor Impulse Buying in Social Commerce

CHUNG NAMHO; 송효근

The development of mobile technology and simplified payment, however, make people do impulse buying, and it helps the social commerce web site to generate sales sharply. Meanwhile, the previous researches on the social commerce only is concerned about consumer behavior on rational thinking so that there is not enough research on impulse buying. Impulse buying put a different complexion on consumer behavior when it compares to planned shopping behavior, and it is based on the emotion. Hence, a study of impulse buying that is accompanied by psychological, emotional change is needed, not the research on decision making process in purchasing based on consumer’s rational thinking. In this research, we surveyed about restaurant product which is frequently purchased on the social commerce. The authors propose perceived ease of use, perceived enjoyment, discounted price, and merchandise attractiveness as requisite of cognition. Then, this study investigates the effect of restaurants product purchaser's emotion for impulse buying in social commerce.

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* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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