| Studies have shown that among the factors which may stimulate many consumers to buy, the price is most likely to lead to impulse buying behavior of consumers (Lin, Chuang and Kung,2005). At the same time, marketing incentives, and price promotion is one of the most commonly used business incentives (Bear Su-hong, et al.,2010). Price promotions have become the most commonly used business which also most probably stimulate consumer impulse buying. Price promotions are short-term sales incentive tools often used to stimulate consumers to produce more or dealers to offer more services rapidly (Chen Ming-hui,2002). But in the price promotional situation,the psychological mechanism of development and implementation of consumer impulse buying is not clear. Therefore, it is very important for the enterprise to understand the mechanism of price promotions on consumer impulse buying and make clear of the process of impulse buying when they make marketing strategy. One of the mental accounting theory-transaction utility pointed out that people in the shopping process may evaluate an effect on the transaction utility by comparing the actual price and the reference price, thereby making their own purchase decisions.It provides us a new idea for our in-depth understanding of impulse buying behavior.We use the transaction utility to study the mechanism of price promotions on consumer impulse buying behavior, and explore the regulation of consumer impulsive trait on the transaction utility and impulse buying behavior.After empirical study, we found that price promotions can significantly affect impulse buying behavior and transaction utility had a partial mediating role between price promotion and impulse buying,which will affect the consumer impulse buying by influencing consumer transaction utility,and the bigger the transaction utility can stimulate the more impulse buying behaviors, but impulsive nature of the consumers did not play a regulatory role between transaction and the impulse buying. |
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