Empirical analysis of impulse buying among retail shoppers in Taiyuan, using structural equation modelling and neural network technique

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Xiao, Wenchao
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MSc in Marketing
Dublin Business School
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The impulsive buying behaviour is one of the most important part within the customer behaviour part and almost sixty percent sale was achieved by the impulse buying. The current research aims to explore the relationship between impulsive buying and many other influencers, either internal and external based on the Chinese prospect. The quantitative research method was employed at current research and structural equation modelling and neural network technique were two statistical instruments used to analyse quantitative data. The structural equation modeling was used to test the theory on the impulse buying filed and, the neural network technique put current research forward for it can provide the retailers with more detailed information. The result implies that, the Chinese consumers are different from the consumers from some developed countries. Because individual’s behaviour is also shaped by people’s culture background and the society situation. Therefore, the current research is only the start point for the research under this field.