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Consumers can share their diverse opinions about products due to the increased popularity of smartphones and the internet that enables increased access to the websites and encourages the use of 'SNS' (Social Network Services). Social commerce has expanded rapidly as a mainstream online shopping channel over the past year, compelling consumers to spend more money vis-a-vis social commerce websites. This allows individuals to see different lists of prices for spe- cific products; however, it is also likely to lead to serious compulsive buying. Despite these changing trends, earlier stud- ies have been limited to factors that affect impulse purchases vis-a-vis Internet shopping malls; therefore, in is salient to conduct research on consumer spending habits related to social commerce websites. This study describes the char- acteristics of consumers and utilizes social commerce websites as parameters for the impact of impulsive shopping based on a survey of 300 women in their 20's who have experienced impulse buying vis-a-vis social commerce websites. This study shows that: First, discounts, product scarcity and social commerce site's reputation affect impulse buying when con- sumers buy products from the social commerce websites. Second, variables on the characteristics of the personal expe- riences, interests, and self-control also stimulate impulsive purchases.

han'gug uilyu san'eob haghoeji/han-guk uiryu saneop hakoeji

A Study on the Influential Factors of Impulsive Purchases by Female University Students in their 20's when Purchasing Fashion Products in Social Commerce