The Factors Influence Impulse Buying Based On Psychological Hedonism And Purchase Condition

The purchasing decisions of consumers to purchase consumer behavior research has been the focus of the study. Despite decades of efforts to academia, we are still unable to fully understand and profound the actual purchase behavior of consumers, especially for impulse purchases. In fact, the impulse buying at retail stores and supermarkets account for a sizable proportion of the ratio of even account for 80% of purchases of certain products. As consumers'one of the important policy decisions which is day-to-day buying conduct, impulse purchase behavior is significant and challenging task not only in theory but also practice in marketing. Many factors influence impulse buying and it is a hot topic of consumer behavior research. Previous studies has been found to affect a lot of impulse buying factors : consumer sentiment or emotional state, impulse purchase nature of the impulse buy standardized assessment adaptability, self-consistency of demographic variables, such as age, sex and so on. But generally speaking, the current study focused on the character and behavior of situational state levels. The psychological situation of human life significantly impact on human cognition, decision-making and behavior. Purchased in various stages, psychological situation played an important role. Although researchers have come to realize that as a key factor in the context of the psychological impact of environmental factors, but they did not do in-depth research. While researchers have found the shop access to the key role, but there is no document which can be linked to psychological situation, it is impossible to explain impulse buying driving force well.Through the introduction of variable shop browsing, we explore the psychological impact of environmental factors in Chinese consumers of impulse buying. Situational factors to psychological hedonism shopping mood regulation and self-control three-latitude measurements. Meanwhile, there may arise in the course of the external conditions for the purchase, buy disposable external conditions through the use of financial resources and time to measure. We regard these three components of a model of impulse buying. Meanwhile, using statistical theory, the psychological situation, as the purchase of variable conditions, visit the shop as an intermediary variables impulse buying driving force as a variable, the various factors affecting the assessment of the factors that will be quantified for impulse buying driving force to explore its impact on the size.The sample was based on consumer group of Changchun City, Jilin, non-depth interviews and random visits to the street to intercept a combination of methods. Statistical data used SPSS10. 0 statistical software to describe the analysis of cross-analysis, reliability analysis, correlation analysis, regression analysis and other statistical analysis of this study for testing the hypothesis. Test assumptions: (1) "Available time" and "shop visit" showed a positive correlation (2) disposable financial resources significantly correlated with the shop visit. (3) The motivation and mood regulation significantly correlated shop visit. (4) Shopping hedonism, and a significant positive correlation shop visit. (5) Self-control and shop visit showed a significant negative correlation. (6) Browsing in shop and impulse buying driving force showed a significant positive correlation.The results showed: the purchase of common environmental factors and psychological conditions affecting consumers shop visit, shop visit will lead to impulse buying driving force. Therefore, we believe that the purchase of external conditions and psychological context browse through the shop variables will indirectly affect the impulse buying. We will adjust the models feel motivated, hedonism and self-control into shopping together, thus influence the process more logical mind, and will be able to use the time and financial resources which can be used. These two variables join the model that can better explain the context of the sexual impulse buying. Generally speaking, the psychological situation can not lead to impulse buying directly. This would depend on whether the psychological situation to trigger strong mind-control mechanism. Psychological hedonism context shoppers will be able to overcome self-control and the role of the resistance. Feelings of multi-mode control, and played a positive role in shopping hedonism. This means consumers can choose to visit the shop also available by the time and disposable financial impact of these two variables. Furthermore, only browse through the shop key variables can explain the specific impulse buying sexual situations. In other words, consumers must be in the process of browsing in the shop, the environmental stimulation triggered further buying on impulse. The longer consumers shop visit, he will tend to encounter more stimulus. This gift will increase the possibility of flooding experienced impulse buying, and the more experience on driving force, the greater the possibility of impulse buying.Based on the foregoing analysis, we can provide the following recommendations for enterprises:First: in-depth analysis of consumer information.We are facing an era of rapid development of the information technology era. Information for each run businesses has a vital role to play. As an enterprise, only truly understand the needs of the customer, can we grasp targeted marketing strategies though customer preference information and win market share.Second: we should pay attention to the packaging shop environment effects.If consumers can choose shopping as a method of changing the mental state of the situation, no doubt the impulse purchase of the stores will be promoting consumer products, thus promoting the sale of goods shops. In this process, the shops play an important role. Store environment, the atmosphere, the value of this will affect consumer shopping trends, thereby affecting the quality of the shop and browse, thus generate more impulse buying. Therefore, the design shops in the external environment, internal decoration, the atmosphere in the shop is necessary. So we should make a great effort .This should not fail input costs, which will eventually move to a profit in excess returns.Third, we should pay attention to the store's pleasures valueIn the provision of high-quality shopping environment, increased promotional activities and shopping malls should provide their own pleasures value. Businesses can enhance sexual pleasure and value of the promotional products and through exquisite the novel feature distinctive packaging and appearance to attract consumers. Once consumers will shop and browse their shopping pleasure-seeking tendencies associated, in other words, when consumers shop visit as leisure, enjoying a habit, this will undoubtedly increase the frequency of consumers shop visit leading consumers to maintain a high degree of impulse buying driving force and finally realize the impulse buying.