Research On The Intrinsic Mechanism Of Consumers' Impulsive Buying Behavior In Mobile Shopping Context

Consumption has become the first motive force of economic growth.In the process of consumer consumption,impulse buying is a common phenomenon in traditional shopping,unlike the past,most scholars now no longer regard impulse shopping as a negative phenomenon,as research shows that impulse buying meets many consumer demands for pleasure.With the rapid development of online shopping,consumers' online impulse buying behavior has become an important issue.On the other han d,mobile shopping as a new e-commerce model also has developed very rapidly in recent years.By the end of 2016,the number of Internet users in China has reached 731 million,of which mobile phone users accounted for more than 95%,moreover,63.4%of Internet users use mobile phone shopping.More and more people contact the Internet by the mobile phone,tablet PCs and other mobile terminals,the shop from person al computer(PC)extended to the mobile terminal has become the best choice for enterprises.The impulse buying behavior in the process of mobile shopping has become a hot spot in the theoretical and practical areas.This paper will be inherited on the basis of consumer impulse buying research,explicating influence factors in mobile shopping context,defining the connotation of impulse buying in consumer mobile shopping,and focusing on the impact of various factors on the impulse buyin g behavior of consumers.Therefore,this paper applies the theories of psychology,marketing,consumer behavior,normative assessment to study the following scientific problems in turn:First,the classification of extrinsic stimulus types at the mobile terminal.Second,the relationship between extrinsic stimuli and consumer emotion,impulsive purchase intention is also included.Third,the relationship between impulse buying intenti on and impulse buying behavior of mobile shopping consumers.In this paper,qualitative research and quantitative research are combined,the theoretical deduction,experimental analysis,statistical analysis and other research methods are comprehensively applied to further study of the above issues.Eventually,the corresponding management suggestions of mobile e-commerce enterprises are put forward according to the results of empirical research.The innovation and research conclusions in this paper are mainly reflected in the following three aspects.First,based on the perspective of system users,the main influencing factors of mobile context are divided.In determining the classification of mobile situational factors,we not only consider the role of consumers,but also the role of system users for the characteristics of mobile shopping consumers.That is,online consumers are both impulse buyers of shopping web sites and users of web sites,so we choose system usage awareness as well as mobile marketing personalization,visual appeal and so on,to constitute the shopping stimuli in mobile context.This classification lays a foundation for better research on the role of consumer emotion and impulsive buying behavior in mobile context,and contributes to further research.Through empirical research,it is found that the positive impact of mobile personalized marketing incentives on consumers' mood and arousal are verified,and the path coefficients are significant.The positive impact of visual appeal of mobile terminal on consumers' mood and arousal are verified,and the path coefficients are significant.The positive impact of system usage awareness of mobile terminal on consumers' mood and arousal are verified,and the path coefficients are significant.Second,a mechanism model of "mobile stimulus-emotional response-impulse purchase intention-impulse buying behavior" is constructed.Based on the S-O-R theory of psychology and stimulating factors in the mobile context,the influence mechanism of the pleasure and arousal of consumer emotion on impulse buying intention,and the influence mechanism of impulse purchase intention on impulse buying behavior are investigated.This paper adds a new mediating variable between consumer emotional response and impulsive buying behavior,namely the role of impulsive purchase intention,to further expand the existing S-O-R theory,it plays a certain theoretical contribution to the study of various marketing strategies for M-commerce.Through the experiment,it is found that consumers'emotional pleasure and arousal have positive influence on impulse buying intention under the influence of personalized marketing and visual appeal.When using the mobile terminal system,it is found that consumers'emotional pleasure has a positive impact on impulse buying intention,while arousal has no significant impact on impulse buying intention.The moderating effect of consumer emotion self-control ability is supported by experiments,under the guidance of personalized marketing and visual appeal,emotional self-control plays a moderating role in the influence of emotional pleasure and emotional arousal on impulse buying intention.However,the positive effect of emotional arousal on consumers' impulsive purchase intention is not significant when using the mobile terminal system.Third,the moderating effect of the emotional self-control ability and normative assessment of mobile shopping consumers are examined,which made the study of mechanism more in-depth.The paper also considers the role of consumer emotional self-control ability in the relationship between emotion and impulse buying intention,as well as normative assessment in the relationship between impulse buying intention and impulsive buying behavior,to enhance the explanatory ability of "mobile stimulus-emotional response-impulse purchase intention-impulse buying behavior" model.Therefore,after ragarding emotional self-control ability and normative evaluation as moderating variables,it can be more effective to study the relationship among psychological emotion,impulsive buying intention and impulse buying behavior of mobile shopping consumers.The empirical test results suggest that mobile shopping consumer impulse buying intention has a positive effect on impulse buying behavior,the moderating effect of normative assessment on the impact of impulse buying intention on impulse buying behavior of mobile shopping consumers has also been verified.This study suggests that the domestic mobile enterprises need some innovation in marketing strategies,they also should focus on changes in consumer behavior,then enhance the development and construction of mobile shopping platform,guide the consumer impulse buying behavior,and promote the economic efficiency of enterprises.The government must work hard to build a good mobile support environment to accelerate the development of mobile shopping.Specific suggestions are put forward as follows:First,enhance the pertinence of stimulation in the mobile contextconstantly and to influence consumer's sentiment;Second,grasp the consumer,create progressive mobile marketing temptation,and promote the desire to achieve impulse purchase;Third,weaken the influence of restrictive factors,and guide the mobile shoppers to make positive evaluation of impulse buying;Fourth,strengthen the construction of mobile terminal hardware and software environment,and promote the development of mobile shopping in China.