Research on Female Consumers’ Impulsive Consumption Based on Perspective of Consumer Purchase Decision Model in Sichuan, China

  • Shaobin Wang North Bangkok University
DOI: https://doi.org/10.18282/l-e.v10i3.2478
Keywords: Female Consumer, Impulsive Consumption, Consumer Buying Decision

Abstract

This paper integrated and analyzed the impulsive buying behavior of Sichuan female consumers in three objectives: the factors that promote or inhibit the impulsive purchase decision-making process, influencing factors of marketing stimulation, and suggestions of improvement for existing business strategies. Combining relevant theories and the characteristics of the Chinese shopping environment constructed a theoretical model of the influence mechanism of female consumers’ impulsive buying decisions. In addition, herd psychology served as a moderating variable to observe whether it has a moderating effect on the original model.

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Published
2021-11-07
Issue
Vol. 10 No. 3 (2021)

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