The Factors Influence Impulse Tendency Based On Store Shopping Experience And Psychological Hedonism

In today's increasingly competitive market environment,enterprises who in order to survive must adopt various marketing strategies and means to improve product sales.Impulse buying behavior which occupies a fairly large proportion of buying behavior aroused the concern of many enterprises.With the more and more attention pay on impulse buying behavior,many factors which affect impulse buying behavior are proposed by scholars,including consumer sentiment and shopping mood.Spiritual life of human emotional and psychological contexts significantly affects the human decision-making,cognition and behavior.It is strange that,although scholars generally agreed that emotions and mood of the existence of impulsive buying behavior of the impact,but there is no depth to study the impact of specific process. And,there is not research to the point of view from the shop to study the emotional and impulsive state of mind and the relationship between buying behavior.This paper acts as the entry point of mind-control,combined with store shopping experience,from the emotional and objective perspective to examine two kinds of impulse buying tendency factor.By the psychological context and in-store shopping experience as antecedent variables,emotional and in-store visit as an intermediate variable,the impulse as a regulator of the characteristics of variables,we have built a tendency to impulse buy of the impact factor model.Finally,the conclusions of this paper is summarized as the following:First,a good store shopping experience can be able to improve the mood of consumers,to encourage more consumers to browse in the supermarket;Second,consumers of psychological situations through two mechanism to adjust the mood of consumers,to induce consumers to visit the shop;Third,consumers spend more time browsing in the shop,the more prone to impulsive buying behavior;Fourth,the consumer mood in a positive prone to impulse buying tendencies;Fifth,impulse buying tendency adjust to individual characteristics.