The Study Of Impact Of Free Sample Delivery In Retail Terminal On Impulsive Buying Behavior

This article comparates the effect of different promotions on the psychology and purchasing behavior of different self construct consumer, from the perspective of gift reciprocity. In this paper, there is a total of three experiments, experiment1and experiment2in the same experiment situation prove that the influence of sample promotions on consumer’s impulsive purchase behavior and intermediary role of psychological factors, experiment3with cultural priming to start the subjects’ self-construct, then use the same experiment situation with experiment1&2proved regulatory effect of self-construct.This paper has the following conclusions:experiment1proves that samples promotions has significant influence to consumer impulse buying behavior, consumers’impulsive purchase levels were significantly higher in the face of sample trying in the store than the sample delivery; The results of experiment2find that in face of different promotions sample, consumers’psychological factors is significantly different, in the face of sample trying in the store, consumer experience less feeling of gratitude and significantly higher feeling of in the debt and face psychological than the sample delivery, and confirm the intermediary role of gratitude, face psychological to the relationship between the sample promotions and impulsive purchase; Experimental3finds regulatory effect of self-construct on intermediary role of psychology factors.Based on this theory, this paper provide reasonable suggestions for the enterprise, to make it launch free samples more smoothly and effectively.