온라인 쇼핑몰 댓글 이용이 충동구매에 미치는 영향: 사전지식과 자율성의 조절적 역할을 중심으로

초록

Although many studies have been conducted on impulse buying, there are still few studies that empirically explore the relationship between online comments and impulse-buying. In this study, the effect of shopping mall comment consumption on impulse-buying was investigated by approaching the influence of online shopping mall comments from the perspective of informational social influence. In addition, the effects of prior knowledge and autonomy of individuals on impulse-buying were also explored. In this process, it was also investigated whether prior knowledge and autonomy moderated the influence of comment use. A survey was conducted against college students. It was found that prior knowledge significantly lowered impulse buying. Also, the influence of online comments was found to be moderated by prior knowledge and autonomy.

키워드