青年消费者冲动性购买行为特征研究

The Features of Impulsive Buying Behavior of Young Consumers

冲动性购买行为在今天看来已然成为一种普遍存在的现象,几乎人人都有过冲动购买的经历。青年消费者作为当今消费市场上十分重要的消费群体,由于其庞大的数量,和可观的购买能力,他们必定将成为今后的主流消费者。现在的市场上充斥着吸引青年人的消费产品,基于青年人的消费心理使然,更加容易产生冲动心理,使得他们更容易发生冲动的购买行为。

Impulse buying behavior in today has become a universal phenomenon; almost everyone had the impulse buying experience. The young consumers as very main consumptive group in today＇s consumer market, due to their huge quantity, and considerable purchasing power, they will become the next mainstream consumers. Now the market is flooded with attractive to young people＇s consumer products, based on the young people＇s consumption psychology, more prone to psychological impulse, makes them more prone to impulsive buying behavior.