The researches have demonstrated impulsive buying as an important issue in con-sumer behavior. Previous research attempts to understand the relationship between shopping situation created by the organization, consumers’ emotional reaction and im-pulsive buying behavior. However, the smile issue is less studied so far. Based on the standpoint, this study empirically examines the relationship between salespersons’ smile and consumers’ impulsive buying.
The data is composed of night school students and is collected by 840 question-naires. Of all samples, 760 completed questionnaires were returned. The response rate is 90.48%. Empirical findings show that: 1. Salespersons’ smiling positively affects consumers’ impulsive buying; and 2. High self-monitoring personality, low-involvement and low price sensitivity consumers demonstrate higher impulsive buying than low self-monitoring, high-involvement, high price sensitivity consumers; and 3. Price pro-motion positively enhances the association of smile with impulsive buying; and 4. Smile incorporates more impulsive buying when they are offered hedonic products. How-ever, smile demonstrates lower level of impulsive buying when they are offered utilitar-ian products. Finally, the managerial implications can be derived from this study. And, some suggestions of this research are also discussed.
