Journal of the Korea Fashion and Costume Design Association (한국의상디자인학회지)

Korea Fashion and Costume Design Association (한국의상디자인학회)
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A Study on the Consumer's Impulse-Buying in a Negative Consumer Situation by Body Cathexis and Clothing Attitude

신체만족도와 의복태도에 따른 소비자의 충동구매와 부정적 소비자상황에 관한 연구

  • Park Jeong-Eun (Dept. of Clothing & Textiles, Gyeongsang National University) ;
  • Kang Kyung-Ja (Dept. of Clothing & Textiles, Gyeongsang National University)
  • 박정은 (경상대학교 자연과학대학 의류학) ;
  • 강경자 (경상대학교 자연과학대학 의류학)
  • Published : 2006.03.01
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Abstract

The college students selected by random sampling were classified into four groups by their body cathexis and clothing attitude to investigate differences in the consumer's Impulse-Buying in a negative consumer situation. Consumer cluster were classified into four groups: positive congruity(G1), positive incongruity(G2), negative congruity(G3), negative incongruity(G4). The result are as follows: G1 had high impulse. After Impulse-buying in a negative consumer situation they had negative attitude. G2 tends to do Impulse-buying a lot in a negative consumer situation. G3 had low impulse. After impulse-buying in a negative consumer situation they had both positive and negative attitude. After impulse-buying, G4 had negative and they tend to do a pure impulse buying in a negative consumer situation. As a result, the buying-impulse could cause the impulse-buying.

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