Website Features And Consumers' Identity-based Network Impulse Purchase

As a channel of shopping, because of its unique advantage, Internet has fast developed and greatly changed people's everyday life allover the world. Shopping online has obvious advantages of convenience and economy, it can reduce the exchanging cost and also the searching cost, time and money included; Online retailers can operate their business 24 hours a day, and there is no space limit, so consumers have more shopping flexibility.According to CNNIC's report, till Dec 2007, Internet user in China has reach 210 million. iResearch's research paper also reported that, as the increase of Internet users and the maturation of online market, Chinese online market has showed great developing potential. Accompanied by the E-Market's fast development, competitions among online retailers become more and more fierce. Under such a background, this paper tries to research consumers' online buying behavior from the perspective of impulse buying.Impulse buying is a phenomenon that has received considerable attention from marketing researchers and has been studied extensively in an offline setting. There is preliminary evidence that this behavior is rampant in an online setting. Following E-business' fast development, it's very necessary to research online impulse buying behavior.This paper proposes a theoretical model that explains this behavior in an electronic commerce setting, and a research study was administered to validate the model.Using software of SPSS, AMOS, we got results as following:Firstly, website characteristics of knowledge and interaction can promote online store's browsing and inspire consumers' positive emotion;Secondly, as personal traits, shopping enjoyment can positively influence online store's browsing and consumers' positive emotion; impulse buying tendency can positively influence online store's browsing;Thirdly, online store's browsing can inspire consumers' positive emotion;Finally, impulse buying tendency, online store's browsing and consumers' positive emotion can positively influence consumers' online felt urge to buy impulsively.At last, we discussed the limit of this research and also the marketing implications of our research results.