Research On The Influence Of Experiential Marketing In Commercial Stores To Female Consumers’ Impulse Buying Behavior

The 21 st Century is the era of experience economy. Now the consumer demand has not limited to meet the needs of the goods or services, but more about the experience satisfaction acquired in the process of consumption, so more and more enterprises use experience marketing as a means to attract consumers’ attention. Now,With the development of the city, commercial stores gradually increased, more and more consumers choose to go shopping in commercial stores, commercial stores will become the best place for experience marketing.Impulse buying behavior is very common in daily purchase behavior, which has long been the concern of many scholars and businessmen. Studies have indicated that female consumers are the highest proportion of impulsive buying behavior among all consumer groups. Female consumer’s purchasing behavior, the part is to meet the actual needs,so they make buying decisions,and most purchasing decisions happen because the shopping environment make them have the desire to buy, So they make temporary purchasing decisions.In experience economy times, how to attract consumers’ attention and stimulate consumer’s impulse buying behavior by experience marketing, which has great significance to the long-term development of the stores.For the purpose above, this paper summarized related literatureon of experiential marketing, commercial stores experience marketing and impulsive buying behavior,then proposed the theoretical model of experience marketing in commercial stores to consumers’ impulsive buying behavior, and by means of questionnaire, conducted an empirical research for the influencing factors between experience marketing in commercial stores and female consumers’ impulsive purchase behavior. Research results are as follows:Under the background of commercial stores, experience marketing can be used as the influencing factors of female consumer impulsive purchase behavior; the five dimensions experience marketing of Commercial stores has a direct positive relationship to female consumers’ impulsive purchase behavior And thinking experience marketing also proves to be not very strong significance behavior of quick decision and regardless of the future in the correlation analysis.In this paper, by studying the relationship between the commercial stores experience marketing and female consumer impulsive purchase behavior, not only enrich the theory of experience marketing, impulsive purchase behavior, and put forward some marketing strategy for the commercial stores, such as how to through the diversity of experience marketing activities cause the impulsive purchase behavior of female consumers.