A review on research of impulse purchases influencing factors in generation z

HIGHLIGHTS

• What: The ultimate research objective of this study is to expand the existing research gaps while understanding the essence of consumer behavior among Generation Z consumers, providing a reference for enterprises to develop more targeted marketing strategies. The results of the study showed that packaging design influences impulse purchase, and both brand name and color make consumers buy goods on impulse . At present, there are still some shortcomings in this research field: Firstly, in terms of the external environment, existing research focuses on the abstract macro environment of the social environment, and the research on the physical . . .
  

   

  

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