Abstract
In this paper, structural equation model are used to provide an insight into Chinese transitional culture influence on consumers’ impulse buying intention. Results show that, due to rapid economic development and culture transition, impulse buying behavior is becoming a commonplace phenomenon in the mainland China. This paper provides new marketing materials to the research on consumers’ impulse buying.
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© 2011 Springer-Verlag Berlin Heidelberg
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Jian-guo, W., De-li, Y. (2011). Research on Transitional Culture on Impulse Buying Intention in Mainland China. In: **, D., Lin, S. (eds) Advances in Computer Science, Intelligent System and Environment. Advances in Intelligent and Soft Computing, vol 104. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-23777-5_109
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DOI: https://doi.org/10.1007/978-3-642-23777-5_109
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-23776-8
Online ISBN: 978-3-642-23777-5
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