Research On The Influencing Factors Of Impulsive Buying Behavior Based In Outbound Tourism Situations

With the development of economy and the improvement of people’s living standard,outbound tourism has developed rapidly in recent years.The super-high consumption capacity of Chinese outbound tourists has attracted the attention of tourism industry and academia all over the world.However,the tourism academic and industrial circles mostly study in the consumption of outbound tourists from the overall level of consumption,consumption structure and other angles,while for outbound tourists as individuals,they have less involvement in the study of purchasing behavior.From the perspective of consumer behavior,this paper takes impulsive buying as a typical phenomenon of consumer behavior as the research object,specifically studies the factors affecting the purchase situation of outbound tourism consumption and their impact,so as to deepen the research on outbound consumption.This research mainly uses theA combination of theoretical and empirical methods,taking impulsive buying behavior as the research object,and makes an analysis on the situation of outbound tourism consumption in different places.The main theoretical models are supplemented on the basis of the exotic factors mentioned in the binary situation theory,adding the social factors to the situation;moreover,referring to the S-O-R theory,the emotional factors are taken as intermediary variables,and finally the research model of this paper is formed.This study mainly proposes that five factors,including cultural differences,time pressure,purchase opportunities,accompanying personnel and purchase motivation,constituted the purchase situation of outbound tourists.It also proposes the hypothesis that these five factors influence impulsive buying behavior through the mediating variables of pleasure and arousal.After testing the reliability and validity of the questionnaire,exploratory factor analysis and confirmatory factor molecular analysis were used to verify the validity of the scale.Then,the structural equation model is constructed,and the influence of tourism situation factors on impulse buying behavior is obtained,which verifies the hypothesis of this paper.The conclusions of this study are as follows:Firstly,the outbound tourists’purchasing situation mainly includes two aspects:the factors of different places and social factors,among which the factors of different places include cultural differences,time pressure and purchasing opportunities;and the social factors include accompanying staff and purchasing motivation.These five factors together affect tourists’impulsive buying behavior.Secondly,five factors,such as accompaniers and cultural differences,have a significant positive impact on outbound tourists’emotions.Among them,cultural differences,escorts and purchasing motivation have significant positive effects on impulsive purchasing behavior through pleasure and arousal at the same time.Time pressure and purchase opportunity only have a positive effect on impulsive buying behavior from arousal factors,but have no significant effect on pleasure.Thirdly,emotions play a mediating role in the influence of situational factors on impulsive buying behavior,and purchasing situational factors affect tourists’impulsive buying behavior by influencing tourists’emotions.According to the above research conclusions,some suggestions are put forward on outbound tourists to reduce the sense of difference in customs and culture,plan and grasp shopping time,expand shopping channels,discuss purchase decisions with tourists and control conspicuous consumption psychology.These suggestions provide a reference for outbound tourists to control their purchase desire reasonably,minimize impulsive purchase behavior and conduct rational consumption.Finally,it points out the shortcomings of the research and the prospects for future research.