冲动性购买行为的实证分析及其营销策略.doc

20065 F512 200703The Empirical and Marketing Strategies of Impulse Purchasing BehaviorJIANG Lin, ZHANG Xiao-lu, NING Jing, YU Sha-na( School of Business, Renmin University of China, Beijing100872, China)2006-08-15 /100872(1953-)(1985-) Customer impulse purchasing behavior is effected by many factors, among which external stimuli exert the greatest influence, and individual internal factor also plays a role. The significance of theses research findings for enterprises is many-sided. /impulse purchasing/customer/marketing decision making F014. 5A1008-2506(2006)05-0019-042050DuPont31DeSarboEdwards2(1)13 ()20051220061110100(5149)1945(92)35.741500(150057150043)()1. 857(8075)(8501830793084)821189232. 3(2)32 31 41 72 24 16 25 41 14 1 26 27 9 33 39 72 24 12 2 14 5 10 28 38 13 17 22 39 13 28 29 57 19 2 0 2 13. 4. 103Ronald E Milliman565. 8090506181875193067.630254518455090756. ()38(74.5)43(87.8)(3)3 17 13 30 10 20 24 44 15 31 36 67 23 38 43 81 28 27 36 63 21 3 6 9 31. 2. 3. 4. 7 561PARK CW, LYER ES, SMITH DC, The effects of situational factors on in-store grocery shipping behavior: The role of store environment and time available for shoppingJ. Journal of Consumer Research, 1989( 15) : 422-433.2DESARBO WS, EDWARDS E A. Typologies of compulsive buying behavior: A constrained clusterwise regression approachM. Journal of Consumer Psychology, 1996( 5) : 231-262.3. J. 2004(3)53-57.4. 2000EB/OL. (2001-02-30)2004-03-26. http: /www. chinapop. gov. cn/rkzh.5RONALD E MILLIMAN. Using Background Music to Affect the Behavior of Supermark