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International Conference on Information, Electronic and Computer Science (ICIECS 2010 E-BOOK)

Zibo,China,11.26-11.28,2010

ISBN: 978-1-935068-42-6 Scientific Research Publishing, USA

E-Book 2224pp Pub. Date: November 2010

Category: Computer Science & Communications

Price: $360

Title: Is Stimulating Impulse buying Useful for Producer and Retailer in the Long-Term?
Source: International Conference on Information, Electronic and Computer Science (ICIECS 2010 E-BOOK) (pp 1426-1430)
Author(s): Yunlai Zhang, Business school.Beijing technology and business university, Beijing, China
Fengjuan Wang, Business school.Beijing technology and business university, Beijing, China
Abstract: Previous research and marketing personnel had emphasized on how to stimulate impulse buying(IB) to increase product sales in short-term, but neglected IB could damage customer loyalty to producer and retailer in the long time. Firstly we put forward a process model which showed how IB affected customer loyalty based on related research. Then confirmed that IB was positively correlated with disappointment and regret and disappointment negatively impacted loyalty to producer and retailer both, regret to time and place passively affected loyalty to retailer, regret to product negatively influenced loyalty to producer only. Negative evaluations played mediator effect during IB’s impact on loyalty. The conclusion helps producers and retailers to maintain customer loyalty while stimulating IB.
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