The Impact That The Fast Fashion Brands’ Store Image Has On Impulsive Purchasing Behavior

This thesis mainly discussed the influence mechanism of store image has on impulsivepurchasing through shopping mood based on the literatures data about store image, shoppingmood and impulsive purchasing. In this thesis, there is one structural equation model of StoreImage-Shopping Mood-Impulsive purchasing, and there are several hypothesis. The measuresthe fashion brands’ store image, shopping mood and impulsive purchasing behavior are scaledand questionnaire is the main method of collecting data during the period of investigating. Theresults prove that structural equation model of Store Image-Shopping Mood-Impulsivepurchasing is been veriifed basically, which means store image has a signiifcantly positiveinfluence on pleasant mood，pleasant mood has a signiifcantly positive influence on impulsivepurchasing, and pumping mood has a signiifcantly positive inlfuence on impulsive purchasing.In addition, compared with pleasant mood，pumping mood can make more signiifcantly positiveinfluence on impulsive purchasing.