Research on Influencing Factors of Consumers' Impulsive Consumption Behavior in China from the Perspective of Behavioral Economics

Abstract

 The complexity of impulsive purchasing behavior among consumers is manifested by both the possibility of being influenced by external factors and the greater likelihood of accepting the influence of internal factors. This article conducts a study on the influencing factors of Chinese consumers' impulsive consumption behavior from the perspective of behavioral economics. This article describes the impact of consumer impulse buying on social contexts, the impact of consumer impulse buying on self-concept, and the interference effect of consumer impulse buying. Due to impulsive buying being a sudden, difficult to suppress, and hedonic complex purchasing behavior, its complexity is not only manifested as impulsive buying being influenced by external factors. Therefore, it is necessary to further improve the existing social security system, such as social pension insurance, serious illness medical reimbursement, public education, social employment, etc. Through a sound social security mechanism, the economic burden of young people can be reduced, the security of the "psychological account" can be enhanced, so that they can use the saved funds for social consumption, thereby improving the quality of life for themselves and their families, and revitalizing the social economy, promoting the development of the national economy.