Comparative Analysis Between Korean and Chinese Students in regards to Fashion Product Impulse Buying and Internet Shopping Satisfaction

Abstract: Consumers often act impulsively when making internet purchases. Triggered by easy access to products, lack of social pressure, and absence of delivery impediments, impulse buying frequently occurs in the context of internet shop-ping. This study tests the structural equation model of the impulse buying process for fashion products when internet shopping and examines impulse buying process differences between Korean and Chinese consumers. A total of 985 usable questionnaires were obtained from college students. Data were analyzed by structural equation model analysis using a correlation matrix with a maximum likelihood by AMOS 21.0. Results showed that increased internet browsing by con-sumers resulted in more impulse buying as mediated by the urge to buy; in addition, more impulse buying by consumers resulted in a higher consumer satisfaction experience. Pure impulse buying created more important antecedents of sat-isfaction than the promotion-oriented impulse buying. Impulse buying showed a high similarity between Korean and Chi-nese consumers; however, increased influence from promotion activities resulted in more fashion product impulse buying for Chinese consumers versus Korean consumers. We confirm that one of the outcomes of the impulse buying process is impulse buying product satisfaction. Korean and Chinese consumers also present similarities and differences in fashion product impulse buying. A managerial implication is discussed for retailers of fashion products to develop strategies to increase consumer browsing and subsequently trigger impulse buying accompanied with consumer satisfaction. Key words: browsing(브라우징), urge to buy(구매압박감), pure impulse buying(순수충동구매), promotion-oriente