Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the Mainland China marketplace

被引：72

作者：

Yu C. ^{[1
]}

Bastin M. ^{[2
]}

机构：

[1] Department of Marketing, Economics and Management School, Tsinghua University

来源：

Journal of Brand Management | 2010年 / 18卷 / 2期

基金：

中国国家自然科学基金;

关键词：

experiential branding; hedonic shopping value; impulse buying;

D O I：

10.1057/bm.2010.32

中图分类号：

学科分类号：

摘要：

This article conducts an exploratory study that includes both qualitative and quantitative methods to provide an insight into Chinese consumers impulse buying behavior. Results show that, similar to more mature markets, impulse buying behavior is a commonplace phenomenon in the context of the emerging market in China, but that traditional Chinese culture continues to influence consumerism. It also provides practical guidance for how retailing firms can build strong brands by creating and managing emotional brand experiences. © 2010 Macmillan Publishers Ltd.

引用

页码：105 / 114

页数：9

共 27 条

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