The effect of queuing on Chinese consumer impulsive buying behavior at retail checkout

The checkout area is one of the most productive areas of the store and an important driver of trip satisfaction and future store loyalty. Prior research on retail checkout has focused on how waiting time affects customer satisfaction and the implications for queue management. Little studying of the relationship of waiting time and impulsive buying, particularly at the retail checkout. Our study shows that impulse buying at the store checkout area is instigated by waiting time. We find that when people spend a longer time waiting at the checkout area, they produce more negative mood. We verified companions as a moderator variable influence the relationship of waiting time and impulsive buying. Finally, we explore the relationship between negative mood and consumer delight. We find that consumer produce more negative moods at checkout area, they tend to delight more.