The Online Impulsive Buying Behavior Research Based On Personal Traits And Buying Situational

The online buying is developing rapidly because of its lots of advantages.The available of network and the net technology development provides the huge opportunity for online marketing development. The network's no time and space limited, higher interactive, lower buying costs and rich products information are affecting consumers, more and more consumers are buying products online not from traditional store.The impulsive buying plays an important role in comsumer s buying behavior, and is paid attention to by researches. It is over 60 years about impulsive buying behavior's research. However, most of these researches are under the traditional environment. Now, lots of researches demonstrate that impulsive buying behavior still happen in the online environment.Throughout the impulse buying of domestic and foreign literature, the research model with Beatty and Ferrell's "hypothetical model of impulse buying" and Dholakia's" consumer impulse formation and implementation of the integrated model "are more representative. This two models'researches about impulse buying are all under the traditional environment. According these two models, this paper proposed " consumer online impulse buying model", and then summarized the factors which influenced the online impulse buying from two aspects of Personal Traits and Buying Situational; Consumer's Personal Traits include:product involvement, shopping enjoyment, impulsive buying tendency; Buying Situational include:online store environment atmosphere setting, money available, reference grops. Using SPSS 13.0, we analyze the dates with Factor Analysis, Correlation Analysis and Regression Analysis. And we got the results as follows:Firstly, online store's browsing can promote consumers'felt urge to buy impulsively; Secondly, shopping enjoyment, online store environment setting, online store's browsing can promote and inspire consumers'felt urge to buy impulsively; Thirdly, reference groups can positively influence consumers'felt urge to buy impulsively directly; Finally, money available cannot influence consumers' online store's browsing significantly.According the above results, this paper discussed the Marketing implications, the innovations and limits of our research.