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INVESTIGATING CONSUMER IMPULSE BUYING CHOICE IN VARIOUS SITUATIONS- A CROSS-CULTURAL STUDY ON THE CONSUMERS FROM THE UK AND TAIWAN

  • 언어ENG
  • URLhttps://db.koreascholar.com/Article/Detail/270947
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글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
초록

This paper examines consumer impulse buying choice in various situations. A questionnaire was sent to 414 consumers in the UK and Taiwan. The results demonstrate the interactions between the consumption situations and corresponding individual-related factors. Individuals’ cultural backgrounds were also found to predict different types of impulse buying patterns effectively.

저자
  • Jenny Ma(University of Worcester)