An Study On Consumer Impulsive Buying Process Mechanism

The development of the economy and the progress of the society, makes people’s material life more and more abundant, then people started to pursue the spiritual enjoyment, consumption concept, consumer behavior began turn to irrational. As people life and work rhythm speeding up, people’s buying decision-making is simplified, consumer’s impulsive buying are increasing. Therefore, the consumer’s impulsive buying behavior became the focus of the social.The paper mainly discusses the influencing factors of consumer’s impulsive buying and the formation of the process mechanism of impulsive buying and the influences after-buying evaluation action on the repetitive buying intention. Based on the literature research hypothesis is proposed, and then design questionnaire. The paper verifies the hypothesis through factor analysis and structural equation empirical analysis and puts forward relevant conclusion and marketing advice.The hypothesis mainly relate to three aspects:first is the hypothesis of variable dimensions, second is the hypothesis of the relationship between variables, third is the hypothesis of the impulsive buying process mechanism.As the hypothesis of variable dimensions, the paper using the combining method of exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) to verify it and reach a conclusion that impulsive peculiarity factors and environmental stimulated factors can be divided into four dimensions and five dimensions respectively.In the verification of the variables interactional relationship,this paper use the software of AMOS to verify variables path coefficient, the research shows that, in shopping process, consumer’s emotional changes is influenced by the business environmental stimulation and consumers’impulsive peculiarity, the positive emotional reaction causes consumer’s impulsive buying desire, then the consumer may buy something impulsive, however, as the existence of the cognitive appraisal, consumer will consider the objective interference factors, then consumer’s impulsive buying probability will drop, so cognitive appraisal has an negative intermediary effect between impulsive buying intention and impulsive buying.In addition, after impulsive buying, consumer will form an evaluation for the product or the buying behavior, producing a satisfied emotion or a regret emotion, the satisfied emotion can make consumer willing to continue to buy this product or the brand of other products, and the regret emotion makes the consumer no longer willing to continue to buy the product.According to the research front, the paper put forward a impulsive buying process model. Through the verification of structure equation model, we reach a conclusion that consumer’s impulsive buying follow a regular pattern.Based on the conclusion of this study, this article puts forward how to providing marketing service in consumer’s impulsive purchase process to improve business sales performance, and emphasize that in the process of sale merchant must abide by enterprise ethics.