Study On Influence Research Of Impulse Purchase On Repeat Purchase

With the development of the market economy and the increasingly abundance of the social goods, impulse buying has a larger and larger proportion among the shopping decisions, and has already become a nonnegligible consumption pattern. The topics about the influence of the impulse buying on the repetitive purchase action and the affection degree are badly in need of being discussed. An active exploration on the influence of impulse buying has a significance sense to enrich the theories of consumers’behavior and customer relationship management. Meanwhile, the research result also has a instructive significance to strengthen the preserving intention for the customers which could have them continuously repetitive their purchasing products or services.This paper, based on the review of correlation theories, build some study modes of impulse buying, the quality of the customer relationship and repetitive purchasing with a combination of the customer characteristics under the Chinese culture. This paper mainly analyses the influence of impulse buying on repetitive purchasing. Meanwhile, setting the clothing impulse buying as an example, this paper has a study of the public consumers through random questionnaire research, and also has a clearly analysis of those collected dates.The conclusions:(1) The impulse buying has a significant positive influence on the quality of the customer relationship. That is, rational impulse buying would increase the customer satisfaction, customer confidence, and the customer commitment.(2) The quality of the customer relationship has a remarkable positive influence on repetitive purchasing. That is, the customer satisfaction, customer confidence, and the customer commitment have a significant positive influence on the repetitive purchasing. Meanwhile, they also have a outstanding negative influence on the transformation of intention.(3) The quality of the customer relationship works as a medium for the impulse buying’s influence on the repetitive purchasing. The impulse buying influences the repetitive purchasing in two ways:fist, the impulse buying directly positively influences repetitive purchasing; second, the impulse buying has a positive influence on the repetitive purchasing through the quality of customer relationship.(4) During the personal characteristic variable of customers, different genders have different influence on the impulse buying, the quality of customer relationship and repetitive purchasing. Among them, female customers have a higher perception than male customers. Furthermore, the educational background and family monthly income also have significant different influence on the customer satisfaction perspectives of the quality of the customer relationship and repetitive purchase intention. Customers with senior high school educational background or lower educational backgrounds, as well as the customers with high family monthly income have a relative high perception to the customer satisfaction and repetitive purchasing intention.