Effects of Self Concept on Impulsive Cellular Phone Purchase and Emotional Response

Sohn Jun Sang

Journal of The Korea Society of Computer and Information

Abbr : JKSCI
2011, 16(7), pp.173-182
Publisher : The Korean Society Of Computer And Information
Research Area : Computer Science

Sohn Jun Sang ¹

¹ 대진대학교

ABSTRACT

This study investigated the effects of self concept on impulsive purchase and after-buying emotional response. For these purposes, researcher compared the impulsive purchasing and after-buying emotional response by socially independent-dependent groups in self concept. The results of present research were as follow: First, impulsive purchase led to high after-buying emotional response such as guilt, regret, happiness, but it did not in pride. non-impulsive purchase led to high pride. Second, socially independent self concept led high impulsive purchase. Third, socially independent self concept moderated the effect of impulsive buying on guilt, regret, happiness, but it did not in pride also. These results show that socially independent consumers in self concept purchase cell-phone impulsively and have high guilt, regret, happiness in after-buying emotion. But the low pride would be interpreted that they don't think their impulsive purchases desirable.
KEYWORDS

Impulsive Purchase , Self Concept , Emotional Response
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