Revisiting Normative Influences On Impulsive Buying Behavior And An Extension To Compulsive Buying Behavior: A Case From South Korea

Abstract

Social norms and networks are important to understand consumer behavior. Here, we reexamine normative influences on impulsive buying (Rook and Fisher 1995) within a different cultural context, South Korea. Results of Study 1-with a general consumer sample from Soulh Korea, confirms prior findings in the United States that the relationship between buying impulsiveness and impulsive purchase decisions is moderated by subjective norms. Study 2 extends the concept of subjective norms to compulsive buying tendencies in South Korea. Our results show that a positive relationship between compulsive buying tendencies and compulsive buying decisions exists, but does not appear to be moderated by subjective norms. © 2006 by The Haworth Press, Inc. All rights reserved