The effects of marketing stimulus and consumer circumstances variables on the impulse purchase in catv home shopping

초록

This research examined (1) the tendencies of consumer's impulse purchase behavior in cable TV home shopping, (2) the influences of marketing stimulus, consumer circumstances variables on consumer's impulse purchase through cable TV home shopping. The main results of this research are as follows: 1. Among subjects, the group who has experienced impulse purchase in cable TV home shopping showed a high ratio of 60.3% 2. The more often they purchased in the past through cable TV home shopping and the longer they watch cable TV home shopping broadcasting a day, the more they had impulse purchase. 3. The more they were influenced by products stimulus and promotion among marketing stimulus, the more frequently they had impulse purchase. 4. A higher possibility of impulse purchase was showed as they more often purchased in the past through cable TV home shopping, were more often influenced by psychological factor, and were less inflluenced by economic factor. 5. Frequent impulse purchase was showed as they more oftne purchased in the past through cable TV home shopping and were more influenced by psychological factor