冲动性购买行为与计划性购买行为相对，是一种自发的、无意识的非计划性购物行为，而且具有一定的复杂性和情感因素。
冲动性购买行为在消费者行为研究领域中占有重要地位。
Impulse buying behavior in the field of consumer behavior plays an important role.
因此关于冲动性购买行为对品牌忠诚度的影响研究将具有非常现实的意义。
So it is very critical to study how impulsive buying behavior affects on brand loyalty.
有关冲动性购买行为的研究，已有60多年的历史，这些研究大多集中于传统购物环境下。
It is over 60 years about impulsive buying behavior's research. However, most of these researches are under the traditional environment.
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