Booth Attractiveness And Impulse Buying:From Perspective Of Mental Budget

Scholar Health first put forward the concept of mental budget in 1995.Mental budget refers to a self control mechanism that people put money in different mental accounts and use different rules to manipulate different accounts.The research of mental budget helps to understand consumer behavior from the perspective of economics and psychology.At the same time,exhibition industry is attracting more and more attention from scholars and enterprises.This highly lucrative and highly motivated industry has a close relationship with the tourism industry,and the mutual promotion of the two will bring great prospects for the development of the city.Booth is the "stage" of exhibitors,how to make full use of it is vital.Impulse buying is one of the most common and important consumer behavior,and it is no exception at the exhibition.Therefore,based on attractiveness of environment stimuli theory and consumer process decision theory,this study proposes research model and hypothesis,it will explore the influence of booth attractiveness on the impulse buying behavior of attendees,also the mechanism of mental budget during the process,with application of structural equation model.On the basis of pre-survey and questionnaire items correction,the author collected a total of 323 valid questionnaires from five exhibitions of three cities.Analyzing with SPSS 19.0 and MPLUS7,we found the following conclusions:(1)the booth staff,booth decoration and booth released psychological stimuli all have a distinct positive influence on mental budget;(2)the booth layout,booth staff and booth released psychological stimuli all have a significant positive effect on impulse buy;(3)impulse buying is positively influenced by mental budget;(4)mental budget has a mediation between booth staff,booth released psychological stimuli and impulse buying;(5)mental budget has a partially mediation between booth layout,booth decoration and advertising materials and impulse buying.