店内冲动性购买的诱导因素研究
店内冲动性购买的诱导因素研究
【摘要】冲动性购买是指消费者在店内所购买的商品是来店之前没有预定或没有意识到的商品的一种购买行为。冲动性购买的类型有四种：纯冲动购物、提醒冲动购物、建议性冲动购物、计划冲动购物。冲动性购买行为是可诱导的。影响消费者在店内进行冲动性购买的主要因素有：环境、陈列、包装、POP广告、销售促进、员工友好度、人员导购、店内其他消费者。零售商为了引导冲动性购买，应该做到：改善购物环境、挖掘商品的卖点、培训好店内员工、重视“店内其他消费者”。
【关键词】冲动性购买；消费者；影响因素
The Factors Tempting Impulsive Purchasing in Store
【Abstract】Impulsive purchasing refers to purchase that is done is not expected before customers come to the supermarket．It includes four types as pure ,reminder ,suggestion and planned one．It can be tempted．The main factors affecting customers’ impulsive purchasing include store environment，display，package，POP，distribution promoting，employee friendliness，employee assistance and other customers in the store. In order to tempt customers’ impulsive purchasing, the retailers should improve the store environment，find advantages of the merchandise，train the employees and recognition the power of other customers in the store．
【Key words】impulsive purchasing，customer，Affecting factors
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