The Research Of Influence Factors On Chinese Consumer's Impulsive Purchases Behavior

Impulsive buying is a very popular phenomenon among common consumers' daily life. According to relevant data, Chinese consumers belong to the group of impulsive buying, among all whose consumption behavior, impulsive buying accounts for 70%. Despite so tremendous group of impulsive buying, demonstration research on impulsive buying of China is still absent. Referred to the literature on impulsive buying of foreign and Taiwan scholars, this thesis provides a local demonstration research for impulsive buying impacting consumers of the Mainland.This research focuses on exploring behavior factors impacting consumers' impulsive buying from three aspects, viz.: social situation factor (advertisements, public relationship, coupons, discount), consumers' self-concept (materialism, self-consistency, self-monitoring, financing idea), and interference factor (interpersonal relationship, time, money, credit), and establishes a model of impulsive buying comprised of the three aspects. Secondly, based on statistical theory, the research takes social situation factor, consumers' self-concept, and interference factor as independent variable while impulsive buying as dependent variable, and evaluates and quantitizes all influential factors, in order to discuss their impact on impulsive buying. At last, the thesis makes a descriptive analysis on impulsive buying based on population data and demographic data.