Consumption Impulse - Loyalty Relationship Model And Its Empirical Research

Since the late 80s last century, China began to appear signs of impulse buying, along with a substantial disposable income increase, impulsive consumption has become not only the mainstream of China youth consumption phenomenon, but also in the world, mpulse buying behavior as a common buying patterns have been more attention to business and enterprise. And customer loyalty has long been widely accepted as an object of study and attention, and seemingly contradictory conflict between the consumption impulse has what kind of relationship, and this study is focus on how the relationship between the consumers affect.This paper proposes an idea which is different from impulse spending and the concept of consumer purchase decisions, " Consumption impulse ", which is subject to stimulation between the desire and impulse to consumer buying decisions made between the mental activity. Based on the concept of Consumption impulse, purchase intentions and the final paper from the purchase of the relation between the decision to establish a consumer purchase decision and the relationship between the model of Consumption impulse formation of the eleven cells-relationship model purchase decision. In a model proposed based on Consumption impulse-Customer Loyalty model, which will be divided into four intervals of standardization, that four kinds of consumer types, different types of consumers with a unique consumer psychology and behavior. There also are common differences. Finally, this paper takes our college students as the example for an empirical study of consumers. Determined by quantitative analysis of four college students the basic structure of consumers and consumer behavior difference, and the characteristics of each type of comparative analysis of the consumer, and marketing related businesses made the recommendation.