| Internet advertisement increasingly integrated into our daily life and work. The Internet media is an important part of media strategy to the modern marketing. The internet became a new media for enterprises broadcasting information and services to consumers. The change of consumers'buying behavior mainly turn up to the ratio of consumers plan to buy fell rather than diminishing scheme (emotional) buy ratio rose sharply. We call this buying behavior of the consumers driven by the emotion "impulse buying". Now internet ad has become an important way for consumers to know the information. Staring from Internet ad, this article does a research on the mechanism between the internet ad and impulse purchasing intent.Referred to the literatures internet ad and on impulse buying of scholars, and theories on information and on psychology, based on the experiences of internet consumers reading internet ad, trying to figure out which characteristics of internet ad make effort on the strong emotion of consumers will have an impact action intention. Discuss on internet ad characteristics, emotional response, impulse buying, and establishes a model of impulsive buying comprised of the three aspects. The results educed from analyzed the data by using LISERL8.70and.SPSS13.0 that the following statistical methods to test the assumption of our study were adopted: descriptive analysis, reliability analysis, analysis of correlation, regression analysis and so on.The results show that: the interactive, vivid, credible and practical of online ad improve internet impulse buying intent, The emotion response of pleasure is mediator in relationship of internet ad and impulse buying intent, impulse buying tendency moderate the degree or strength of relationship between internet ad and impulse buying intent . This study provide some thoughts and suggestions to the development of the internet ad, we hope this will be useful to the business advertisers. |
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