Research On Effects Of Service Encounter On Impulse Buying

With the tremendous changes of consumer attitudes,the situational factors which induce consumers to impulse buying is growing,such as the prevalence of 24-hour business,the television and online shopping.The impulse buying of consumers becomes pretty common.In an increasingly competitive business environment,the promotion of consumer impulse buying as an effective marketing strategy has become an important factor to increase sales revenue.So how to stimulate the consumer's desire to impulse buying and guide the desire becomes to real buying behavior is still an important business issue for an entrepreneur.By reviewing the existing literature,we found that all the external stimuli factors of impulse buying treated the consumers as individuals who can only receive external stimuli individuals in one way,but in the actual shopping environment,not only consumers can receive external stimuli,but also they can have some impact with a two-way social interaction with other customers or the sales staff."Service encounter" is a conception which include all kinds of interactions between the customer and the real environment,the customers and sales people and the customer and the customer.We have introduced the concept and explore their influence on consumer impulse buying.Combining with social interaction theory,we have included "identity" as a mediating variables,in order to reveal the internal mechanism of service encounter to impulse buying.Based on the present theories and practical background,this article will focus on the theme of "the impact of service encounter to impulse buying",and trying to answer the three questions:(1)whether the service encounter has some impact on impulse buying behavior;(2)whether the identity act as an intermediary role between the service encounter and the impulse buying behavior.First,based on the current results,the relationship among these variables are reviewed in this paper and the paper proposed research direction for existing research space.Based on the theory of social interaction,the theory of S-O-R and interpersonal susceptibility theory,the theoretical hypothesis model is presented in this paper.Then,referring to the mature scales of existing academic studies,we modified the measurement scales of this article.This paper use the Likert scale to measure the three variables,"service encounter","identity" and "impulse buying".Through two stages of pre-survey and formal survey,we combined field research with online questionnaires to collect the sample data.Then we import the data collected into SPSS,use this software to test the reliability,validity and correlated regression analysis.And then,based on the analysis of the sample data,this paper draws five conclusions:(1)Service encounter significant positive impact consumer identity.In its three dimensions,environmental encounter significantly influences consumer identity,the contact between customers significantly positive impact consumer identity,but the contact between customer and employees does not significant impact consumer identity.(2)Service encounter significantly influence impulse buying.In its three dimensions,environmental encounter significantly influences impulse buying,the contact between customers significantly positive influence impulse buying,but the contact between customer and employees does not significantly influence impulse buying.(3)The identity of consumers significantly influence consumers' impulse buying.(4)The identity act as an intermediary role between the service encounter and the impulse buying behavior.Finally,based on these above findings,this paper proposed three suggestions:(1)Enterprises should create a good shopping environment,optimizing the customer's shopping experience.Specifically,companies should form a unique attractive decoration style,reasonable layout and display,allowing customers have easy access to a variety of products,and enjoy a good shopping environment.(2)Enterprises should create favorable conditions for the contacts between customers.Through the implementation of compatibility management to reduce the possibility of interaction between the adverse customers,while actively promoting the customers who has a positive evaluation to communicate with other customers to influence consumers' purchase behavior through word of mouth.(3)Enhance the identity of consumers in the shopping process to promote impulse buying behavior.They can start with creating a good shopping environment,and promoting positive contact between the customers,they can also analyze the characteristics of the target users and show the corresponding elements in the environment in contact with the customers,so that the customers can find the similarity between their own image and corporate image,thus enhance their identity and stimulate buying behavior.