An Empirical Research On Young People's Impulsive Buying Mechanism

With the rapid development of economic, impulsive buying in consumers today accounts for a large proportion and this proportion will continue to expand. On one hand, enterprises stimulate consumer impulsive buying to achieve short-term goals. On the other hand, it is necessary to increase the degree of customers to obtain a lasting competitive edge. But the evidence shows that customer loyalty is not due to satisfaction, but from the customer value. In all the study of the impulsive buying behaviors, most focus on the factors that affect the impulse to buy. However a complete evaluation of the process of buying is an integral part of its consumer buying, and it is very important. At the same time, the research of customer value and combined with very little, while the customer value in the consumer decision-making process also plays an important role in the evaluation. The customer value is bound to act on customer loyalty.In this study, impulsive behavior refers to the purchase of impulsive buying behavior, in large enough external stimuli, consumers have a strong emotional reaction, in the absence of sufficient willpower and under the control of reason, they chose the spot immediately, regardless of the consequences to be taken outside the plan to buy. It has the following characteristics: unplanned, with a strong emotional reaction, without a well-thought-out purchase.The purpose of this study is the evaluation of customer value in the impulsive buying, and its customer loyalty in the relationship between the selected samples of young people in Dalian. Through the study we found that impulsive buying with strong feelings is associated with the customer value; Impulsive buying is associated with regret; The customer value and customer satisfaction are the positive correlation; Customer value and customer loyalty are related; Customer satisfaction and loyalty are all related and so on.Finally, the main marketing proposals are as follows: An objective treatment of the impulsive buying, because retail customers of impulsive buying is an important consumer buying behavior, and we should attention to the full and effective use of the customers of the impulse buying to expand retail sales; In-depth analysis of consumer information, enterprises can take the consumer groups as target markets and develop appropriate marketing strategies; Increase customer loyalty by increasing consumer satisfaction; Customer loyalty is the source of customer value, from the perspective of customer value to enhance customer loyalty.