The Study On The Influence Of The Image Of Online Store And Person Characteristics On Impulsive Purchase Intention

With rapid growing of internet commercial, online payment and online shopping exceed other network application. Wide spreading internet terminals offer online-business a vast platform. Therefore, it is necessary to study the consuming behavior of the consumers. Impulsive purchase is common among the consumers. Therefore, the impulsive purchase is a behavior which should be taken series concern in marketing. The basic units for website construction become more and more diverse, and marketers stimulate the consumers with changing the properties of those basic units, so that the chance for consumers receiving impulse becomes greater and greater, which makes the online consumers more vulnerable to impulsive purchase. The personal characters of the consumer take important place in his impulsive purchase. At present, the study on online impulsive purchase, especially on the mechanism of how website properties influence the will and action of impulsive purchase is rare. This work bases on the previous study and focuses on online-shopping environment to give the theoretical frame and hypothesis of how the image of online shop and personal character influence the impulsive purchase, and to compensate the deficiency of the study on impulsive purchase under online shopping. In this study, we take the method of quantitative research. The research objects are those who have the taobao.comTM shopping experience. We sent out questionnaires and selected 353 as samples randomly. We make descriptive static analysis, reliability analysis, validity analysis, correlation analysis, regression analysis, and model fitting analysis based on the collected returned questionnaires using EXCEL to build a data base, using SPSS18.0 and AMOS17.0 as the numerical tool to make data processing and analyze, and study the relationship between different parameters. The focus of the study is to provide and testify that how the two arguments influence the dependent variable of the model under online business circumstance, and to enrich the study on the will and action of impulsive purchase under online shopping, so that to define the mechanism of formation of the impulsive will and give a new angel of online impulsive purchase study. Meanwhile, by clarified the relationship between online shop images, personal characters of consumers and impulsive purchase, we try to give a hint for the rapid growing E-commerce of our motherland, and to give a message of how to improve the horizon and performance of the online business websites.