The Integration Of The Impulse Buy Based On The State Of Mind Perspective

In order to survive and develop in an increasingly competitive environment, enterprises often take a lot of marketing,business strategy and measures to increase sales of products or services. The impulsive buying as an extremely popular buying behavior, occupies a large percentage of consumers' daily buying behaviors, as well as in sales volume. So it naturally became one focus of marketing activities by enterprises. The research on the phenomenon of impulse buying is valuable to enterprises. In the past 60 years, this topic has also been considerable concerned by the researchers. However, the research for this topic has been in a chaotic state, especially the specific relationship between mood and the impulse buying.On the relationship between mood and impulse buying, the existing literature is mainly on the point of the customers' view, to analyze the impulse buying in emotional perspective. The studies followed this view have emphasized the mood as information, mood congruency effects, mood effects of information processing and motivation of mood. But it did not clearly put forward and confirmed the existence of mood controlling motivation. The existing literature ignores the influence of mood on self-control and influence system; naturally, it didn't find mood through mood control to influence the mind of self-control, so that to influence impulse buying. On the mechanism of different valence mood effecting impulse buying, there are controversial in the existing literature. And mood as information, mood congruency effect, mood effecting information processing, mood self-regulation mechanisms, whether they play a role in different valence mood is the focus of controversy.From the single perspective to discuss complex impulse buying behavior is not only separating the relationship between phenomena, but also hindering the in-depth understanding of this phenomenon. We study the mood control behavior as the connection point, combined the affective and cognitive perspective view, with the composite point of view to investigate the mechanism of the impact of mood on the impulse buying. On the literature review of impulse buying, mood, self-control, store browsing, this essay analyze the current limitations and shortcomings of the existing research, and then find out the scope for further research and points out ideas for further research. Based on a detailed analysis of mechanisms of mood affect impulse buying, this essay points out the specific process of the impact of mood on impulse buying, and constructs the integrated model, and proposes a series of theoretical assumptions on concept.We find that a new mechanism of mood influencing the impulsive buying, that is mood impulse motivation of mood control, mood control motivation leads to mood control behaviors, mood control behaviors make the individual self-control decrease, thus weaken impulse control or failure to trigger impulse buying behavior.