Impact of fast fashion brands' store image on impulsive purchasing behavior

The influence mechanism of store image on impulsive purchasing through shopping mood was discussed based on the literatures data about store image,shopping mood and impulsive purchasing.A structural equation model of store image-shopping mood-impulsive purchasing was proposed with several hypotheses.The measures the fashion brands' store image,shopping mood and impulsive purchasing behavior are scaled and questionnaire is the main method of collecting data during the period of investigating.The results prove that structural equation model of store image-shopping mood-impulsive purchasing has been verified basically,which means store image has a significantly positive influence on pleasant mood,pleasant mood has a significantly positive influence on impulsive purchasing,and pumping mood has a significantly positive influence on impulsive purchasing.