Influencing Factors of Consumers Impulsive Online Purchase Behavior

doi:10.19722/j.cnki.1008-7729.2019.0097

JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM ›› 2019, Vol. 21 ›› Issue (5): 34-45.doi: 10.19722/j.cnki.1008-7729.2019.0097

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Influencing Factors of Consumers Impulsive Online Purchase Behavior

School of Economics and Management, Beijing University of Posts and Telecommunications,
Beijing 100876, China

Online:2019-10-31

Abstract

Abstract: Impulsive purchase is one of the common consumption patterns in modern life. E-commerce makes impulsive online shopping behavior generalized gradually and also makes it show other characteristics. Therefore, it is of great practical significance to the study of influencing factors of such behavior. The theoretical model of influencing factors of consumers impulsive online shopping behavior is constructed by using the S-O-R model. Through the methods of questionnaire survey and data analysis, the role of relevant influencing factors is verified: time constraints, promotional incentives and online reviews all positively affect consumers impulsive online purchase. Perceived benefits and sense of pleasure partially mediate the effects of external incentives and consumers impulsive online shopping behavior. Meanwhile, brand awareness plays a moderating role to some extent.

Key words: promotional purchase constraints, promotional incentives, online reviews, impulsive purchase

CLC Number:

HUANG Yi-jun, ZHANG Yi-chun. Influencing Factors of Consumers Impulsive Online Purchase Behavior[J]. JOURNAL OF BEIJING UNIVERSITY OF POSTS AND TELECOM, 2019, 21(5): 34-45.

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Influencing Factors of Consumers Impulsive Online Purchase Behavior

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