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Impulsive Purchase Influence Factor and Marketing Strategy Research

Author: SongTao
Tutor: WanHua
School: Shenyang University of Technology
Course: Business management
Keywords: Impulse buying Influencing factors Dots marketing Marketing Strategy
CLC: F224
Type: Master's thesis
Year: 2011
Downloads: 246
Quote: 0
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Abstract


Scholars now for impulse buying, but the contents of the study is too broad, and on the the merchants lack of actual operating force, or select the factors are objective factors, or businesses uncontrollable factors, businesses can not regulation of these factors to change, so it can not provide a reference for businesses to develop marketing strategies for impulse buying. The same time, it has not a dedicated marketing theories for impulse buying. The impulse purchase influencing factors selected, the emphasis on those factors have some ability to control for businesses, businesses can develop appropriate marketing strategies to alter these factors, in order to achieve the occurrence probability improve impulse buying purpose, so as to achieve the the merchant marketing purposes desired. According to this principle, selected 17 influencing factors in the field of marketing and investigation developed based on 17 factors influencing factors of impulse buying scale. Then take advantage of the scale of this survey to collect raw data and statistical analysis of the data obtained use lisrel software, structural equation modeling to establish those factors and impulse buying, and obtained the parameter estimates of the various factors on impulse buying. Then, through the analysis of structural equation modeling to determine the impact of the size of 17 influencing factors on impulse buying, and divided to four categories according to the size of the parameter estimates of these 17 influencing factors. Then, the paper analyzes the impulse buying consumers to buy a position in the decision-making process occurred in a suitable probability dots marketing theory increase consumer impulse buying, and based on this analysis. The so-called dot-marketing refers dot A at the moment for impulsive buying behavior of consumers or consumers purchase decision-making process, aimed at improving induce consumer impulse buying occurs the probability of success of the marketing strategy. And dots marketing theory elaborated through. The last impulsive purchase influencing factors analysis and dot marketing theory combined, introduced many dots marketing strategy is more suitable in impulse buying, and the marketing strategies of the various sub-dot made a comprehensive exposition of the implementation methods as well as the factors of concern.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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