An Empirical Study On Impulse Buying Behavior And The Relationship Between The Customer Satisfaction After Purchase

Nowadays, with the development of market economy, changingconsumer attitudes of the general public, people pay more attention tothe emotional release and self-enjoyment. Thus, the growing impulsebuying behavior by DuPont institutions began to study it. Throughoutthe current study found that most scholars from a negative perspectiveon impulsive buying behavior are discussed, namely factors andconcerns raised after the act of impulse buying regret evaluation. But inreal life, this is the objective existence of a consumer behavior, researchshould focus on how to improve the evaluation of customer satisfactionwith impulse buying behavior occurs after that customer satisfactionafter the impulsive buying behavior and customer share betweenrelations were discussed.Accordingly, we choose customer satisfaction after the purchase asa research perspective, satisfaction and impact analysis satisfaction thenimpulse buying behavior of the share after how emotional reactionscaused by impulse buying behavior influence customer purchase. Duringthe study, first of all, the use of qualitative research methods such asliterature review on the relationship between satisfaction with theimpulsive buying behavior and customer purchase theoretical sort, andultimately determine the relevant variables as follows: emotionalreaction after purchase, the external factors stimulate, customer personal characteristics, situational stimulate purchase, satisfaction after purchase,impulse buying behavior tendencies; then, research model andhypotheses put forward in this paper, combined with questionnairesquantitative research methods of data collection; Finally, the use ofrelevant statistical methods for data empirical analysis, the studyconcluded: after purchase emotional reaction caused by impulse buyingbehavior will positively affect customer satisfaction after purchase;customer satisfaction after the purchase positively affect their tendencyto be impulsive buying behavior, but not necessarily positive impact onthe customer’s re-impulsive buying behavior; high impulsivity trait ofcustomers to accept price discounts arising under high time pressure lowbuy happiness emotions, less guilt feelings.According to the conclusions of this paper, for customers andbusinesses to provide relevant suggestions in terms of impulse buying.Customers buy ample time in comparison with the price discount,accompanied by friends and other environments due to the failure ofself-control after purchase impulse buying high satisfaction; businessesshould divert attention from the positive emotions to improve thecustomer purchase, aspects such as the use of price discounts to increasecustomer satisfaction after impulse buying to increase customerawareness and loyalty of business products and brands.