同城与异地对冲动性购买行为的影响研究

异地冲动性购买在商场和超市占有相当大的比例,现有的文献对同城冲动性购买进行了大量的研究,然而对异地冲动性购买研究较少。在这些理论基础上,通过访谈与问卷调查形式,分析了影响同城与异地冲动性购买行为的因素,并比较消费者在同城与异地发生冲动性购买行为的因素的异同以及产生这些异同的原因,提出了企业需要采取的营销措施。

The impulsive buying holds a large proportion in the market and the supermarket at nonresident,but a large amount of research on the resident buying,empirical reseach about nonresident buying were not found,based on these theories,this article studies the influence on the impulsive buying behaviors between resident and nonresident in the form of interviews and questionnaire survey,and compares the similarities and differences of the impulse buying behavior as well as the reasons for these factors.This article puts forward marketing measures for enterprises.