Study On The Effects Of POP Advertising To Customers Impulsive Buying

As a pretty common purchasing behavior, impulse buying is able to greatly enhance sales performance, and hence, is increasingly popular to a majority of retailers. Numerous factors may have an effect on impulse buying. Commonly, researchers study its affecting factors in terms of consuming psychology, personal characteristics, gender, price, and finally gain various valuable results. However, researchers have not paid enough attention to a new advertisement measure, namely, Point of Purchasing advertising. From this point view, a profound study of POP advertising will have a great impact on consumers' impulse buying.Based on previous studies, this paper constructs a theoretical model, which takes various POP advertising as independent variable to indirectly influence consumers'impulse buying through the intervening variable--- in-store browsing. Then, the empirical studies in this paper discuss and analyze the effects of 6 POP advertisings on in-store browsing and their influences on the drives of impulse buying. Such 6 POP advertisings are ground POP, wall POP, hanging POP, shelfPOP, instruction POP, and audio-visual POP, respectively. By taking advantage of the statistical soft-wares of SPSS17.0 and AMOS7.0, this paper makes a statistical analysis of investigated data, conducts a factor analysis and consistency analysis on measure scale, and offers a structural equation model analysis on investigated data, and in the end, concludes a hypothesis testing result. The last part also summarizes the main conclusions and supposes marketing enlightenment, and discusses the limitations and prospects of this research.The findings and conclusions of this paper are as follows:POP advertising has a remarkably positive effect on store browsing; store browsing affects positively the impulse buying driving force; on the basis of POP advertising, an impulse buying influence theoretical model is built.