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The Effect of Shopping Emotions and Perceived Risk on Impulsive Buying: The Moderating Role of Buying Impulsiveness Trait

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Authors
Lee, Grace Yuna; Yi, Youjae
Issue Date
2008-12
Publisher
College of Business Administration (경영대학)
Citation
Seoul Journal of Business, Vol.14 No.2, pp. 67-92
Keywords
impulsive buying behaviorshopping emotionspleasurearousalperceived riskbuying impulsiveness
Abstract
Using a sample of 163 consumers, the study provided evidence that

arousal and perceived risk had effects on impulsive buying behavior.

Perceived risk was negatively associated with impulsive buying behavior

but not significantly related to impulsive buying intention, whereas

pleasure, which was not related to actual behavior, was a predictor of

impulsive buying intention. On the other hand, the buying

impulsiveness trait was found to moderate the relationship between

pleasure and impulsive buying intention. This study is expected to

contribute to the body of knowledge by building a model that

incorporates affective, cognitive, and individual factors related to

impulsive buying.
ISSN
1226-9816
Language
English
URI
https://hdl.handle.net/10371/1794
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Seoul Journal of BusinessSeoul Journal of Business Volume 14, Number 1/2 (2008)
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