LikeSNU-서울대 중앙도서관 빅데이터 지식 플랫폼

온라인 쇼핑몰 환경에서 상품 광고와 판촉이 고객 감성과 충동구매에 미치는 영향

Author

정원진

Journal Title

e-비즈니스연구

Publication Year

2011

Topics

#Online shopping
#Advertising

Summary

This study investigated the impact of advertising and promotion on customer emotions and impulse purchases in the online shopping mall environment. The results showed that customers exposed to visually stimulating advertisements experienced more positive emotions, which were significantly related to impulse buying. This demonstrates the continued relationship between advertising visual stimuli and customer emotions in the online shopping mall context.

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