Research on the Influence Mechanism of Experiential Interaction on Consumers’ Impulsive Buying

The experiential interaction between consumers and merchants is an important method for increasing consumers’ propensity to purchase in the context of consumption upgrades, and it is also an important factor that traditional offline supermarkets cannot disregard when attempting to reverse the situation. Experiential interaction is divided into four dimensions based on the S-O-R model, experiential marketing theory, and interactive marketing theory: sensory experiential interaction, emotional experiential interaction, entertainment experiential interaction, and behavioral experiential interaction. Price sensitivity plays a moderating and mediating function between interaction and consumer impulse purchases. The questionnaires were distributed to offline supermarkets in main cities of Anhui Province, and SPSS and AMOS were utilized for statistical analysis and hypothesis testing. The results indicate that flow experience partially mediates the relationship between experiential interaction and impulsive purchasing, while price sensitivity moderates the relationship between flow experience and impulsive purchasing.