Impact Studies Of Impulse Buying On Repeat Purchase

these years, there have been increasing research on impulse buying behavior which mainly focused on the definition of impulse buying behavior, characteristics of impulse purchasing behavior and consumer impulse purchasing and the degree of influence that specific factors have on impulse buying issues and so on, compared with less research on the relations between impulse purchasing behavior and repetitive purchasing behavior, with only few articles arguing that the satisfaction and regret feeling after the impulse purchasing will affect their will to purchase the commodity repetitively. However, and this point is just a question that is worthy of exploring deeply.: impulse buying may increase sales ,in some sense that we should encourage customers to doing more Irrational purchase; However, if the consumer purchased the non-rational decision-making that they do not need, they are likely to get a negative feeling after purchase, the negative feeling may spread in the relevant groups, and this may bring a greater corporate losses. therefore irrational purchasing should not be encouraged. How could Companies make a decision? Thus, it is necessary to explore the relationship between non-rational purchasing behavior and repetitive buying.This article tried to make some basic research on this issue. This article made a introduction of the essense of impulse purchasing behavior and repetitive purchasing behavior, as well as the current research process.And then proved the relation between the degree of impulse purchasing and satisfying and regret degree after purchasing, and analysed the impact of satisfying and regret degree after purchasing on repetitive purchasing behavior by empirical methods. Finally, some suggestions are provided to enterprises for their marketing activities in light of the research results.