【摘要】 消费者冲动性购买行为的复杂性表现为其既可能受到外部因素的影响,同时更可能接受内部因素的作用。通过定性分析和定量验证,认为产品、个人及心理、营销刺激和购物情景是影响消费者冲动性购买行为发生的主要因素,其中个人及心理的影响是内因,在消费者冲动性购买行为中起决定性作用;产品、营销刺激、购物情景是影响消费者冲动性购买行为的外因,外因通过内因作用于消费者,由此提出了提高消费者购买力的一些建议。更多还原

【Abstract】 The complexity of consumers’ impulse buying behaviors is not only influenced by the external factors,but also affected by the internal factors.Through the qualitative analysis and the quantitative verification,it is thought that products,individuals and psychology,marketing stimulation and buying situation are the main factors that cause the occurrence of impulse buying behaviors.Individual and psychology among them are the internal factors that play the key role in the occurrence of consumers’ impulse buying behaviors,while products,marketing stimulation and buying situation are the external factors that affect consumers’ impulse buying behaviors,which have great effect on consumers through internal factors.Therefore,some suggestions are given so as to improve the buying capacity of consumers.更多还原