Study Impulse Buying Influence Consumer Satisfaction

Impulse buying is a very common in people’s daily life, almost every one had done that before. The early researches have shown that the consumer’s satisfaction evaluation on impulse buying behavior is uncertain. This paper mainly focuses on the satisfaction after buying and using the products,and what contributes to the satisfaction differences.This essay verifies the mediating role that disconfirmation plays between impulse buying behaviour and consumer satisfaction. At the same time, this essay seperates consumers with impulse buying behaviour into different groups, to find out whether the consumers from different groups will have different disconfirmation and satisfaction. And the role what consumer self-confidence plays is also studied in this essay.The mediating role of disconfirmation between impulse buying behaviour and consumer satisfaction is verified through questionnaire survey and data analysis. And we reach these conclusions that of those consumers who collect the information during impulse buying, the level of their information collection will not greatly affect their satisfaction, while of those consumers who don’t collect the information during impulse buying, their satisfaction will be greatly affected by the level of their information collection. Therefore, when making marketing strategy about impulse buying behaviour enterprises should consider not only the sales increase, but also how to provide matching information, so as to obtain customer’s long-term and stable satisfaction.