Risk Aversion Behaviors of Consumers with Different Impulse Buying Tendency

In order to know more about the rational factors in consumer irrational behavior, this paper analyzed 370 consumers´ actual online shopping data with nonparametric test, trying to find out whether there are any risk aversion behavior discrepancies among consumers with different impulse buying tendency. Customers were automatically clustered into three categories, and the results show that high impulsiveness consumers are really no different in SI-RAB (strong initiative risk aversion behavior) and MI-RAB (medium initiative risk aversion behavior) than those other consumers, while tending to overlook the risk factors in the act of weak initiative risk aversion (WI-RAB).