본 연구는 인터넷 쇼핑몰에서 충동성에 의한 비계획구매의 원인과 과정을 알아보는데 목적이 있다. 우선 인터넷을 사용하는 소비자의 특성(쇼퍼특성)과 쇼핑몰의 특성(마케팅 자극)이 지속적 탐색(브라우징)과 구매충동성에 미치는 영향력을 확인하고자 하였다. 또한 구매충동을 느낀 소비자의 정보탐색노력과 평상시의 정보탐색 노력을 비교하여 인터넷 쇼핑몰에서의 비계획구매의 유형(순수 충동구매, 충동구매, 비계획구매)을 확인하고, 정보탐색노력이 구매후 만족에 미치는 영향력에 관해서도 알아보고자 하였다. 연구결과 인터넷 쇼핑몰이 제공하는 마케팅 자극과 인터넷 쇼퍼의 특성이 브라우징에 영향을 미치며, 브라우징이 구매충동성을 유발시키는 선행변수임을 확인하였다. 또한 오프라인에서는 충동구매나 비계획구매시 정보탐색이 거의 발생하지 않으나 실제 인터넷 상에서는 정보탐색행동에 대한 장애적 요인이 거의 없는 특성 때문에 실제 구매충동을 느낀 소비자의 대다수가 즉각적인 구매행동(on the spot) 대신 정보탐색 활동을 하는 것으로 나타났다. 이는 인터넷 쇼핑몰에서는 순수충동구매형태의 구매행동은 존재하기 어렵다는 것을 보여준 것이라 할 수 있다. 또한 구매충동후 정보탐색 노력이 실제 구매행위를 억제하고 있지 않았는데, 이는 인터넷 쇼퍼의 정보탐색활동이 비계획구매에 따른 위험을 감소시켜주는 역할을 할 수 있음을 시사한다고 볼 수 있다. 본 연구는 인터넷 쇼핑몰을 이용하는 소비자의 행동을 이해함으로써 마케팅 연구자와 실무자들에게 전략적 시사점을 제공할 수 있을 것으로 기대된다.

The purpose of this study was to empirically examine the factors affecting consumer's unplanned buying in internet shopping mall. It was proposed that the factors to affect an impulse to buy for consumer of a consumer in Internet shopping mall might be the characteristics of Internet shopper, marketing stimulus, and browsing in the mall. Also this study attempted to get an answer to the question, "can it be truly possible for pure impulse buying to occur in Internet shopping mall as in off-line stores?" Thus, this study tried to conceptualize the 'impulse buying in internet shopping mall' based upon literature review and to clearly grasp the unplanned buying process including consumer's impulse buying in internet shopping mall. The major findings of this study are summarized as follows: First, the characteristics of an internet shopper (innovativeness, search tendency, impulse buying tendency) and shopping mall's marketing stimulus had influence on the shopper's browsing behavior and buying impulse. Second, consumer's information searching effort after feeling an impulse to buy didn't restraint real purchase. It must be very suggestive that internet shopper's information searching reduces the risk of unplanned buying. Finally, this research has revealed an interesting fact that pure impulse buying little happened in on-line shopping mall unlike in off-line. Implication of these findings were discussed for researcher and practitioners.

The purpose of this study was to empirically examine the factors affecting consumer's unplanned buying in internet shopping mall. It was proposed that the factors to affect an impulse to buy for consumer of a consumer in Internet shopping mall might be the characteristics of Internet shopper, marketing stimulus, and browsing in the mall. Also this study attempted to get an answer to the question, "can it be truly possible for pure impulse buying to occur in Internet shopping mall as in off-line stores?" Thus, this study tried to conceptualize the 'impulse buying in internet shopping mall' based upon literature review and to clearly grasp the unplanned buying process including consumer's impulse buying in internet shopping mall. The major findings of this study are summarized as follows: First, the characteristics of an internet shopper (innovativeness, search tendency, impulse buying tendency) and shopping mall's marketing stimulus had influence on the shopper's browsing behavior and buying impulse. Second, consumer's information searching effort after feeling an impulse to buy didn't restraint real purchase. It must be very suggestive that internet shopper's information searching reduces the risk of unplanned buying. Finally, this research has revealed an interesting fact that pure impulse buying little happened in on-line shopping mall unlike in off-line. Implication of these findings were discussed for researcher and practitioners.

unplanned buying, impulse buying, impulsiveness, browsing.