Impulsive Purchase Influence Factor And Marketing Strategy Research

The impulsive purchase have been studied extensively today, but thanks to factors that are chosen in those researches are objective or hard to be control, which affect impulsive purchase, the results cannot provide suggestions for business working out impulsive purchase marketing strategy.So it has practical significance that chosen factors which are easy to be control and studied the impulsive purchase again.According to the principal, 17 factors are chosen and a questionnaire is built based on it. Then original data are collected by issuing, filling out and recycling questionnaire, structure equation model (SEM) is founded. And then the SEM is utilized to analyze these factors with statistical analysis means based on the data by using Lisrel software. The degree of effect of 17 factors impacting on impulsive purchase is determined through the analysis. And based on the value of degree, 17 factors are classified into 4 types.The paper analyze the position of which impulsive purchase occur in the process of consumer's purchase decision. And the dot marketing theory have been carried out which is suitable for increasing the probability of impulsive purchase. The so-called dot marketing theory is aiming at the moment or dot A that consumer decide buying something impulsively and find out the significant factors, and based on it, the marketing strategy is carried out that can seduce consumer buying goods. And then the dot marketing theory is stated.At last, the paper combine results of analysis of impulsive purchase effective factors and dot marking theory and then stated many dot marketing strategy suitable for impulsive purchase in detail. And it is stated in detail that concrete content, implementation methods and factors which are contained of dot marketing theory.