Research On The Influence Of In-store Experience On Consumers' Impulsive Buying Behavior

With the development of economy and social progress,people are looking forward to spiritual pleasure and enjoyment while improving their material living standards,The proportion of spiritual and cultural consumption in people's daily consumption is gradually rising.In recent years,with the rapid development of cultural and creative industries in China,cultural products have become a new hotspot of mass consumption.More and more people like to visit concept bookstores such as Chengpin Bookstore,Fangsuo Bookstore and Cat Sky City.Concept bookstores have become an important place for mass cultural consumption.As a general recreational and leisure activity,with the improvement of people's living standards,shopping tends to be irrational and impulsive,and people's impulsive buying behavior is becoming more and more common.Therefore,the impulsive buying behavior in concept bookstores is common,and it is also a good entry point for the study of cultural consumption.Taking the concept bookstore as an example,this paper takes in-store experience as an independent variable and positive emotion as a mediating variable.Based on the literature review,this paper constructs a research model on the influencing factors of impulsive buying behavior,and puts forward three hypotheses:the hypothesis of the dimension of In-store Experience in concept bookstores,the hypothesis of the interaction between In-store Experience and impulsive buying,and the hypothesis of mediating effect of positive emotion.This paper collects data through questionnaire survey.After revising and summarizing the relevant maturity scale,interviews and pre-survey,the formal questionnaire of this paper is formed.Questionnaire issuance and recovery are realized through questionnaire star(online questionnaire platform).In addition,this paper uses SPSS 22.0 and AMOS 21.0 software to analyze the reliability,exploratory factor analysis and confirmatory factor analysis of the questionnaire to determine whether the questionnaire designed and used in this paper has internal consistency.Furthermore,this paper uses AMOS 21.0 software to draw the structural equation model to empirically verify the impact of In-store Experience on consumers' impulsive buying behavior.Through empirical analysis,this paper finds that;(1)In concept bookstores,In-store Experience can be divided into three dimensions:Merchandise Value,Internal Store Environment and Merchandise Variety;(2)In concept bookstores,In-store Experience has a significant positive impact on consumers' impulsive purchasing behavior.The better In-store Experience,the more likely consumers will implement impulsive purchasing behavior;(3)In concept bookstores,In-store Experience has a positive impact on consumers' impulsive purchasing behavior.In bookstores,positive emotions have a positive mediating effect between In-store Experience and impulsive buying behavior.The higher the positive emotions stimulated by In-store Experience,the more impulsive buying behavior consumers will implement.Finally,according to the conclusions of the study,this paper puts forward relevant suggestions for the operators of concept bookstores.