A Research On Impulse Buying Based On Customer Value

With increasing proportion of impulse buying in the consumers'purchase behavior, the research of impulse buying has become more and more important. In particular, the study on the reasons of impulse buying will provide theoretical guidance to marketing practice. Impulse buying is a spontaneous consumer buying behavior, thus, studying in impulse buying from the perspective of customer value will help to deepen our understanding.Based on the existing research of custom value and impulsive buying, this paper uses relevant theories and models of custom value in the study of impulsive buying. It presumed that custom value is the main factor of impulsive buying, and the succeeding evaluation is based on the customers'value pre- and post-purchasing. Based on research of customers'need in the impulsive buying, the paper divides costumers'value into three part, if functional value, emotional and social values. By the comparison among monetary cost, time costs and conversion cost, the paper constructs a decision-making model of impulse purchase to analyze impulse purchasing behavior from overall perspective.The paper further analyzes customer value in the process of impulse buying. According to the process of impulsive buying, the paper divides it into single-and multi-impulse purchase options, and further compare them in related to the purchasing process. By the analysis of customers'value on the whole process of impulsive buying, the paper concludes that the reasons of a relatively higher dissatisfaction degree after impulsive buying is that there is a change of emotional value before and after the purchasing behavior and meanwhile the customers pay more attention to functional value after impulsive purchase, which leads to a discordant conclusion about the value.The paper first defines impulse buying. After lots of reading of articles and works on impulse buying, the paper defines impulsive buying as a consumers'buying behavior in which purchase emotional needs generates followed by instant buying behavior under specific situation after entering the store without any prior buying plan or intention The paper then sorting out relevant theories about impulse buying and customer value and put forward the definition and classification of customer value which are used in this paper. The roles of customer value in the impulse purchase mechanisms include two aspects: First, the customer value determines the impulsive purchase decision; Secondly, the customer value determines post-purchase evaluation after impulsive buying. On this basis, the paper constructs a model which reflects the role of customers'value in the impulsive purchase decision-making, and analyzes the interrelationship of the affecting mechanisms and factors of the model. Based on the research needs, the paper classifies impulsive buying according to its process and analyzes the customers'value in the two types of impulsive buying. By the comparison of the change in customers'value pre- and post-buying behavior, the paper concludes that the negative evaluation generates from the different value criterion before and after buying behavior, and further raises the reason according to the classification of customers'value. Finally, based on the analysis of customers'value before and after the buying, the paper put forwards ways and means to promote customers'value of impulse buying.