| Along with the growth of per capita incomes, a surge of credit card consumption, and the change of consumption idea, great changes have taken place in consumer’s consumption way. On one hand, people are no longer content with simple basic living needs, or stuck in the stage of the simply pursuit of high performance cost ratio, but start pursuing personalization and diversification; on the other hand, the accelerated pace of life makes the buying decisions of consumers continue to simplify so that consumers start shopping fast and easy. As a popular purchase, it occupies an increasingly high proportion of retail industry, even accounting for 80% of some certain products purchases. In the field of marketing research, consumer behavior is always one of the research directions, which is impulse buying behavior is the main focus of discussion of both consumer behavior and marketing activities in recent years.So far, it has not established a widely accepted model of consumer impulse buying behavior decision making mechanism, which greatly limits the people’s understanding of impulse buying, and it comes to a problem need to be responded during the development of impulse buying behavior theory. Current empirical studies of Chinese scholars on consumer impulse buying behavior are still lack. This study used exploratory research to find influencing factors of consumer impulse buying, constructed a theoretical model consisted of perceived value, emotion, face threatening and impulse buying behavior, quoted an existing comparatively perfect measurement scale, then came to a final questionnaire. A total of 450 questionnaires are handed out to Tianjin, Beijing and other places by online and offline distribution channels. It withdrew 418 copies, and 397 of them were valid collected. According to the empirical analysis, this study verified the relationships of variables and dimensions in the model. The research view of the perceived value, explored its impact on consumer impulse buying behavior mechanism, and explained the role of face threatening and emotions. Data analysis of this study shows three dimensions of consumer perceived value including functional value, emotional value and perceived costs have a significant positive impact on both objective and subjective impulse buying behavior; the pleasant mood of consumers has a mediating role in this relationship; in addition, the face threatening has positive effects.This thesis consists of four parts, main content of each part can be showed as follows:First, according to realistic background and theoretical study brought the study issues, which is the discussion on the influence mechanism of impulse consumers purchase behavior.Second, this thesis identified the impact factors including perceived value, emotion and face threatening on impulse buying behavior by using exploratory research, and it also make a theoretical analysis of the relationship between various factors, finally, it formed theoretical models and hypotheses of this study.Third, with reference to existing variables measurement scale and experts’ advices, the author has design and modified the questionnaire. This paper did a descriptive statistical analysis on the sample by using software such as SPSS and AMOS, and checked the reliability, validity and consistency of the questionnaire. Besides, it validated the regulating effect of face threatening and the mediating effect of emotion by structural equation model. Lastly, the analysis results were discussed in detail.Fourth, according to the conclusions of empirical analysis, this thesis came up to the research results, theoretical contributions, management implications, as well as limitations and future research prospects. |
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