女性消费者冲动性购买行为探析

The Analysis of Impulsive Buying Behaviors of Female Consumers

文章以女性消费者的心理特征为切入点,对其冲动性购买行为进行分析,总结了女性消费者在彩妆产品上冲动性购买的主要特征,即女性消费者彩妆产品的冲动性购买行为是在多种因素共同影响下形成的,这也说明其冲动性购买行为是可以被诱导和激发的。企业可以据此有针对性地制定营销策略,从而推动冲动性消费的最终实现。

This paper takes the psychological characteristics of female consumers as the starting point. By analyzing the impulse buying behavior, it summarizes a series of characteristics of female consumers＇ impulse buying of cosmetic products. In other words, various factors form the female consumers＇ impulse buying behaviors towards cosmetic products. This also shows that the impulse buying behavior can be induced and stimulated. Companies can develop targeted marketing strategies, so as to achieve the final impulsive consumption.