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This paper integrated and analyzed the impulsive buying behavior of Sichuan female consumers in three objectives: the factors that promote or inhibit the impulsive purchase decision-making process, influencing factors of marketing stimulation, and suggestions of improvement for existing business strategies. Combining relevant theories and the characteristics of the Chinese shopping environment constructed a theoretical model of the influence mechanism of female consumers' impulsive buying decisions. In addition, herd psychology served as a moderating variable to observe whether it has a moderating effect on the original model. Fifteen hypotheses were set for this research, including the first group of four demographic variables of age, marital status, education, and income having any impacts on buying decision, the second group of marketing stimulus, perceived value, and buying emotion having any impacts on buying decision, the third group of promotional activities and sales interaction having any impacts on marketing stimulus, the fourth group of purchasing cost, product quality, and perceived risk having any impact on perceived value, the fifth group of store stimulus and female factors having any impact on buying emotion, and last group of herd phenomenon having any impact on buying decision. The results of the hypothesis relating to groups two to six showed all having significant implications on buying intention, marketing stimulus, perceived value, and purchase emotion, respectively.