Consumer Impulse Purchase Intention

Once upon a time, you impulse it! The impulsive purchase of a commodity, and sometimes did not hold live in people’s lives, the impulse buying behavior along with you and me left and right, in the proportion of China, the impulse to buy the number of share purchase amount is more than50%(China Daily,2004). Marketing theory suggests that the "impulse buy" or "unplanned purchases" account for people’s daily buying behavior a large proportion of the economics of this phenomenon called unplanned buying, the field of marketing, said impulse buying is to buy things often are no plans, or plans and objectives clear, the more blurred, and buying behavior with a whim, even worse, with mood and interest. Consumer purchase behavior of the following types:intellectual type, impulsive, habitual, economic, emotional type, unshaped; impulse type of research, product attributes, consumer characteristics, economic well-off or not, marketing environment, shopping environment (lighting, atmosphere, smell, goods, furnishings, etc.) and promotional tools are the influencing factors from the consumer or the customer’s perspective, the family structure (newly married couples most likely to impulse buying, and home-based family is not) gender (boys than girls have less impulse buying behavior, the form of a special study of consumer organizations statistics, the ratio of female impulse buying34.9%), disposable income, are affecting the factors of impulse buying.Chase to the study of impulse buying in1950, DuPont (DuPont) for consumers to buy early studies, the study of impulse buying in the field prototype. Stern,(1962) studies have shown that unplanned purchase includes impulse buying, I believe that impulse buying is a non-planned, before conducting consumer behavior, consumer and there is no clear plan, and into the store after the sudden The onset of a strong desire to buy, consumers have little or no assessment, and during which along with strong experience and mitigate the depletion of natural resources, consumer behavior.Impulse buying behavior with clear objectives and pre-self-regulation depletion of resources added to the model as independent variables to examine the impact of impulse purchase intention, at the same time, in their daily lives, our buying behavior is not just buy, buy for their own sake, and this, I will be temporal distance, social distance introduced into the model as an adjustment variable willingness to influence impulse buying, examine how both affect and both self-regulation resources on clear objectives and pre-which regulate the role of the loss is greater.On the theoretical side, we applied to the target system theory (Goal the System Theory), time discount theory, self-consciousness wake motive strength theory (Gendolla, Richter,&by Silvia (2008)), adjust the focus theory (regulatory focus theory) in the establishment of good model, the five assumptions:H1:The marketing stimuli, the objectives are clear impulse purchase willingness negative impact;H2:In the marketing stimuli, the early self-regulation resource depletion a positive impact on impulse purchase intention;H3:The time distance and social distance is the regulation of impulse buying intention variables;H3a:marketing stimuli, the time from the (recent-the long-term) as an adjustment variable regulation of the clarity of the goal even more time closer the individual tendency to impulse purchase intention is significant;H3b:marketing stimuli, social distance (self-others circle-out of the loop) as an adjustment variable, greater regulatory role of self-regulation resources. social distance is farther, impulse purchase intention significantly;H4:The marketing stimuli, social distance (-circle) as conditioning variables, the closer social distance, impulse purchase intention more significantly.In this study, on the basis of domestic and foreign research considered in the model uniquely Chinese social distance, social distance and other factors on impulse purchasing intention, and its effective verification, in theory and practice in this field and related areas of research have made important contributions. The innovation of this study is that psychological theory in the temporal distance, social distance variable into the areas of marketing (consumer behavior), whether for the field of psychology and social distance or consumer attitudes is a bold attempt. More consumer attitudes theoretical and empirical research to provide a new starting point and direction.The significance of this study has the following two aspects:the one hand, in the predecessors of the study, initially to study the external stimulus and consumer characteristics, to examine from the point of view of the consumer impulse buying behavior, ignoring distance, especially the psychological distance (temporal distance:long-term-Recently, the social distance:their own-out of the loop, their own-the notion that this dimension of the circle-out of the loop), In this regard, we assume that the distance of impulse purchase intention impact, examines the psychological distance in the distance and social distance on the occurrence of the role of impulsive buying, what kind of distance greater impact on impulse buying behavior, this study shows not only targeted, pre-self-regulation to resource depletion an impact on impulse buying, and analyzed at different distances on the regulatory role of the impulse buying behavior in this dimension of psychological distance (temporal distance, social distance). On the other hand, the present study, the author of the basic theories of psychology-self-regulation orientation theory, the time discount theory, self-awareness to arouse and other content into the field of marketing, more stringent to explain consumer behavior, but also for psychology research to expand its scope to make a little contribution to theoretical research in marketing provide a new entry point.In this study, by domestic and foreign theories and related research, collate and summarize the combined study constructed a model of the theoretical framework of the study. The model was validated by experiment, and the results are very significant. This study the following aspects:two comparative experiments found in the early, not the same as the objectives are clear group and the objective fuzzy group impulse purchase intention, objective Fuzzy Group impulse stronger purchase intention, the early self-regulation resource depletion consume less than the impulse to strong purchase intentions, followed by adding the time distance, social distance as an adjustment variable, found that:time is more significant distance in the clear objectives of the regulation time, the shorter the distance, impulse purchase intention in social distance between the regulation, we found that social distance regulation of self-regulation to resource depletion, in the face of marketing stimuli themselves-compared to others, the consumer impulse buying for others intend to have more circle-the more wishes out of the loop, the consumer for outsiders impulse purchase (both social distance farther, impulse purchase intention, the stronger),-the notion that consumers own impulse purchase intention (social distance the past, the impulse purchase intention).After the end of the study, we have given consumers and businesses a marketing proposal:In merchandising, marketing staff can refer to the target system theory, namely to reach a target can use various means, consumers initial target can be other ways and means to achieve the same, and more to recommend similar products to consumers, which can diluted consumer’s initial goals, which allow consumers to transfer the initial target, allowed to shift attention to the marketing staff recommended goods up; again, in the introduction of product attributes, we should focus on the hedonic properties of prominent commodity, because the pleasure products will cause the consumer’s impulse buying.Marketers should be clear and concise introduction to product information, as much as possible so that consumers spend the least time, least amount of effort to understand product information, here we can cite an instance, the choice of anti-virus software, why360as a free anti-virus software can be a meteoric rise, to overtake Rising and other brand, a number of dark horse, as he free, we have to admit that the free power of most consumers is the basic need to think about on the choice of360, because it save a lot of mental costs (no need to spend more time to collect all kinds of brand kill soft information, thereby saving time and energy costs). Addition, the lively shopping environment, pleasant shopping atmosphere, open shelf space, product display height and consumer environment a high degree of coordination, product display easy to find and pick up the bright lighting will increase consumer awareness of products and impulse buying opportunities.When the promotion, the marketing staff should communicate with consumers understand the consumer for whom the buy? If the goods are used by the consumers themselves, this time, the consumption of more appear rational buying behavior, marketers should try to sell the practicality of goods, while highlighting the ease of use of the goods, prominent indeed for consumers should be some value; If the consumer is a stranger to buy goods marketers that consumers should be more recommended hedonic goods and colleagues highlight the enjoyment of goods, interesting, so that consumers believe that goods give people happiness and pleasure. In both the choice of the circle-out of the loop ", with the widening social distance, impulse purchase intentions more strongly prefer hedonic consumer products, to make impulse buying behavior in dealing with consumers in order to narrow the interpersonal distance, insider, consumers in order to maintain within small groups live in harmony and maintain good relations, will usually make rational consumer behavior. In both the choice of the "-circle, with the narrowing of social distance, the impulse purchase intention. Consumers in a responsible attitude to insiders, make rational consumer behavior.In addition, seasonal merchandise discounts may not be superior to the form of gifts to consumer feedback, because the time away from the consumers will reduce the value of long-term goal, thereby reducing the impulse purchase intention, at this time to use the buy one get one free the form of gifts to consumers, the return of interest in the form to send consumers will better realize the value of seasonal merchandise, and marketing purposes will be the best possible reach.