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虽然大学的学生最终毕业后面对现实的工作,他们的消费行为,特别是冲动购买,应考虑在大学里一样,他们的购买力对马来西亚经济的重要价值。冲动购买,虽然它不是新的在其作品的研究,是比较少见的是在马来西亚的研究和分析。冲动购买一个简短的定义是临时起意,非计划购买的决定,只是在购买(词酷。com)的研究人员已经奋斗了多年寻找的冲动购买更好的定义和原因。早期的冲动性购买的研究和研究是从管理的角度,侧重于消费者的购买决策后,他们进入商店。斯特恩(1962,p. 59),计划购买行为涉及一个耗时信息搜索之后,理性决策。非计划性购买,另一方面,没有这样的需要提前规划和包括所有购买冲动购买。


This chapter focuses on the factors that contributed to the impulse purchase behaviours of university students and the contributing factors that lead to these behaviours. This first section will study and explore the definitions of impulse purchasing as well as recognizing and categorizing the spending habits of the university students, which follows on the post satisfactory results of their impulse purchase of consumer goods.

Although the university students would eventually face the real working world after their graduation, their spending behaviours, specifically on impulse purchasing, should be taken into an account during their university years as it does hold a significant value in their purchasing power to the Malaysian economy. Impulse purchase, although it is not new in terms of research in its works, is relatively uncommon to be research and analyzed in Malaysia. A brief definition of impulse purchase is the spur of the moment, unplanned decision to buy, made just before a purchase ( Researchers have strived for years to find a better definition and reasons for impulse purchase. Earlier studies and research on impulse buying were from managerial perspectives, focusing on consumers purchasing decision after they entered the store. Stern (1962, p. 59) state that planned buying behavior involved a time consuming information search followed by rational decision making. Unplanned buying, on the other hand, entailed all purchases made without such advance planning and includes impulse buying.


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