A Review on Research of Impulse Purchases Influencing Factors in Generation Z

Abstract

With the development of society and technological progress, Generation Z has become one of the focuses of business and social attention. In-depth research on the influencing factors of impulse purchase in the Generation Z group. This study mainly focuses on internal and external factors that affect impulsive consumption, including self-concept, education level & income, and delayed gratification; External influencing factors include external environment and marketing strategies. The full text used the literature analysis method to search and read relevant materials and literature. The advantage of this research method lies in its ability to systematically analyze existing literature and research methods, providing a theoretical and empirical basis for research. The research findings of this study indicate that impulse purchase is influenced by both internal and external factors. In terms of internal influencing factors, Generation Z consumers are self-centered, focus on personal image and social status, and are easily influenced by emotions. Consumers with higher income and education levels are more likely to make an impulse purchase, while the trend of delayed gratification makes Generation Z more inclined to immediately satisfy shopping needs. Among the external influencing factors, the Internet era and the prevalence of consumerism are considered important factors. Generation Z grew up on the Internet and is vulnerable to the impact of digital media, while pricing and packaging in marketing strategies will also impact impulse buying.