Analysis on the Current Situation, Problems and Trends of Chinese Consumer Behavior - A Case of Taking Impulsive Consumption

Abstract

Impulsive consumption refers to the consumption behavior in which consumers quickly generate purchase desire and take immediate action due to internal and external stimuli in the process of purchase decision. This kind of consumption behavior is becoming more and more common in the current consumer market, especially favored by young consumers. From the perspective of consumer behavior, this paper will deeply explore the psychological mechanism, influencing factors, marketing application, possible problems and Countermeasures of impulsive consumption.