Empirical Research About Female Consumers' Impulsive Buying Behavior Tendency Based On Role Characteristics

Impulse buying takes up a big proportion in our day-to-day purchases. The research has shown that impulse buying takes up a considerable percentage in the proportion of retail sales of shopping malls and supermarkets and the rate of occurrence of impulse buying and non-planned buying has been steadily increasing in recent years, and most previous purchases of new products also happened as impulse buying. Therefore, impulse buying has already drawn attention of scholars and enterprises among so many patterns of purchase decision-making of consumers.According to an investigation result of US Cottonusa International Association, the ratio of impulse buying of the mainland consumers ranks the first in Asia, among which 80% young female consumers are impulse type of consumers. Rate of female's impulse purchasing is the highest among all consumer groups. Therefore, there is very practical significance to study the behavioral tendency of impulse purchasing of female consumers.So far, the researches on impulse purchasing mainly focus on features and definition of impulse buying behavior as well as influence of specific factors on impulse buying, and researches on the relation between characteristics of female gender role and behavioral tendency of impulse purchasing are very few, and there is hardly any empirical research. The paper will take characteristics of female gender role as the influence factors, discussing the influence mechanism of characteristics of female gender role on the behavioral tendency of impulse buying.The research only discusses the influence of characteristics of easily identified female gender role on the behavioral tendency of impulse buying under the current sociocultural environment, ignoring influence of other factors on the behavioral tendency of impulse buying. Through research, it's found that fashion involvement extent, change tendency and female role overloading of female consumers have considerably positive influence on the multiple dimensions of impulse purchasing behavior of females, and self-concealment role characteristics of female has very little influence and only mood adjustment and purchase impulse of impulse purchasing behavior have remarkably positive influence; and when a group of women go shopping, opinion leadership has least influence on the behavioral tendency of impulse buying, only having positive influence on dimension of fast decision-making but showing the negative correlation relation with the two dimensions of future ignoring and impulse purchasing.The paper proposes main marketing recommendations in the end:(1) To take fashion involvement extent, change tendency and female role overloadingof role characteristics as the base for market segmentation;(2) To take fashion involvement and change tendency as the base to grasp the changesof consumer demand of female consumers and provide reference for the product design;(3) To take female role overloading as the base for retailers and enterprises toimprove marketing channel and marketing environment;(4) To pay attention to characteristics of female gender role behavior as well asactively enhance its own service level and product quality.