Empirical Study On Consumer Impulsive Buying Behavior

With the development of economy and the improvement of social life level the consumption concepts vary and consumers take emphasis on the convenience and quick response of purchase in the context that life rhythm is becoming more rapid. These aspects explain why impulsive purchase achieves to be the fashion of consumption, which makes this research valuable.This article raises the main influential factors of consumer impulsive buying behavior and the hypothesis of research based on the theories of domestic and foreign articles. Then the theoretical concept model is established. Questionnaire is designed according to relative scale at home and abroad and the empirical investigation is then implemented. The samples of research are selected after the purchases of consumers in the supermarkets and emporiums. The pre-investigation is taken in order to make it sure that questionnaire is reliable and efficient: the relevant amendments are taken to make the questionnaire perfect. The formal investigation is implemented randomly and 500 questionnaires are sent out. 435 of which are returned and 407 of them are valid. This study takes the statistic analysis of the investigation data by the software SPSS 15.0. The author tests the models and assumptions by regression analysis, path analysis, independent samples t test and other methods of statistical analysis. Finally the author corrects the Model, gets Conclusion, and develops appropriate marketing strategies to enhance sales performance.This article gets the main content which three conclusions are made: firstly, outside stimulations and consumer impulse traits influence directly the emotion response and the greater one of them is consumer impulse traits: secondly, the consumer impulsive purchase intention exists in intermediary validity to the emotion response and the cognition appraisal. As the emotion response is more intensified, the impulsive purchase intention is higher and the cognition appraisal becomes more positive with greater impulsive purchase intention: thirdly, former impulsive purchase experiences also influence the cognition appraisal in the same way.