Study On The Merchanism Of Off-site Impulse Buying Behavior Affection Based On The Theory Of Customer Value

With the gradual increase of impulse buying behavior in the proportion of consu-mers buying，The study of impulse buying has become increasingly important，It canprovide theoretical guidance to the marketing practices. With the development ofEconomic, improvement of people’s living standards, the impulse buying behavioremerging.To grasp the characteristics of customer impulse buying is essential for allbusinesses, especially in recent years, the convenient transportations supply more andmore opportunities to travel, shopping, and the out excitement, surprise, remote freshmake more and more people rewarding.Study of off-site impulsive buying behavior,can help businesses to better grasp the spending habits of customers.The study of impulsive purchase behavior is more from outside influence factorscurrently, and do not explain the reasons fundamentally. Customer value influence thedecision-making process of consumer buying, although the impulsive purchasebehavior is a special way of purchase, did not affect the influence of customer valueon purchase behavior in purchase process. And it is observed that, many consumerswho have purchasing demand and have a certain economic capacity to pay, eventuallydoes not necessarily have actual impulse buying behavior, one of the reasons is theself control. Therefore, this paper puts forward the following two questions:(1) whatis the relationship between the customer value, self control factors and off-siteimpulsive buying behavior and how does the degree of influence?(2) how does thedegree of influence of each factor of customer value under different latitudes onoff-site impulsive purchase behavior?On the basis of previous theoretical studies, the paper analysis of customer value,self-control impact off-site impulsive buying behavior mechanisms.Mechanism modelof off-site impulse buying behavior has been established,based on the existing modelof impulse buying behavior.Through the literature search to determine the variables ofthe model and its dimensions, using exploratory factor analysis on the pre-researchquestionnaire variable dimensions and correct,and conduct Large-scale survey, withempirical research methods for the detection means.Use descriptive statistics in SPSS,the list of cross-linked, factor loadings, reliability analysis,principal componentanalysis, regression analysis and other methods as well as the AMOS structuralequation model,fitness test of model goodness, model adaptation,quantitative analysisand evaluate of the sample data, establish a structural equation model and adaptativetest to improve the model.The results of the paper show that:(1) Off-site impulsive buying intention impacts the off-site impulse purchase behavior positively;(2) consumer self-control impactsoff-site impulse buying behavior negatively;(3) customer perceived value impacts onoff-site impulse purchase intention positively, and impacts self-controlnegatively.Businesses can promote the sales of goods through affect customerperceived value, which makes off-site sales of impulse buying behavior becomeclear;(4) In the dimension of customer perceived value,“With cultural and historicalfeatures、commemoration of the significance” of the functional value of goods andsocial value of “gifts for family and friends back” are in high customer valueperception coefficient. So businesses can take on the one hand to fully exploit the useof local cultural and historical characteristics, enhance the cultural value of thegoods.On the other hand, in the promotion of the sale of goods, promotion focusshould not merely on the customers themselves, more should be concerned about, toexplore the potential consumer demand of their family and friends.