The Study of Sales Promotion and Compulsive Buying

Abstract

Purpose – The purpose of this study is to explore the relationship between sales promotion and compulsive buying of clothing by using logistic regression measurement. Methodology- Basing on theoretical and research perspectives, this study utilized observation and questionnaire. The final sample size was 162 subjects in both genders. Findings- Logistic regression measurement indicated that the direct saving was the most effective promotion to stimulate compulsive buying. The stimulation of new and creative promotion method to compulsive was weak. The gift winning should be appealing and easy to get.Research limitations- Some factors might affect triggering compulsive buying were not excluded.Originality/value- The present study provided possible an approach to measure the logistic regression between sales promotion and compulsive buying.