The roles of consumer confusion, education, and age between word of mouth and impulsive purchase: A mediated moderation model

How to attract customers is still an old problem for convenience stores and researching customers’ consumption behavior is a vital factor. In mainland China and Taiwan, new generation consumers have become the main force of contemporary consumption, they are more easily affected by the outside world, and their crazy consumption behavior even leads a consumption fashion, so impulsive purchase has always been considered one of the significant and powerful forms of consumer purchase. It’s assumed that there must be some factors, such as confusion, gender, education, age, and so on, which play an important role in influencing word of mouth (WOM) but few researchers have dealt with since. This research is designed to focus on these factors quantitatively and its result shows that confusion, gender, education and age have significant impact on WOM, so as to influence impulsive purchase behavior indirectly.