The Relationship between Consumer Experience, Perceived Value and Impulsive Buying Behavior
In the consumers daily life, unplanned impulse buying behavior accounted for a large proportion. Impulsive buying behavior of consumers in the frequency is also quite high, but they tend to impulse buying for their own behavior without consciousness. Especially in domestic banks for credit and debit card under the strong sales, there are about nine million people in Tainan are being caught in impulse buying. However, in a highly competitive environment, the competitiveness of enterprises is not only product innovation and price competition strategy, but to give consumers a valuable shopping experience. Therefore, many companies have begun to notice the importance of experiential marketing. In this study, we use the consumer experience as independent variable, perceived value as intervening variable and impulse buying behavior as dependent variable. We also add in three control variables (sex, age and price promotion), so that we could purify the relationship between consumer experience and impulse buying behavior. The main object of this study is based on the general consumer. In this study, 400 questionnaires were sent and the effective rate was 90.75％. Through the regression analysis found that the higher the consumers experience, the higher perceived value and impulse buying behavior. Further research and practical implications ofthe.se findings arc also discussed.
Consumer experience perceived value impulse buying behavior
Ying-Ping Liang
Department of Marketing and Logistics Management, Ta Hwa Institue of Technology, Chinese Hsinchu
国际会议
大连
英文
231-234
2011-07-10（万方平台首次上网日期，不代表论文的发表时间）