A Study Of The Impact Of Interactivity Of Shopping Website On Consumer’s Impulse Buying

As a shopping medium, with its unique advantage, the Internet has a rapid developmentin the worldwide. Online shopping has become an indispensable spending habits to manyconsumers, their demand of online retail market rise rapidly, and a large number of shoppingsites came into being. Cause of these shopping sites24hours a day business, breaking timeand space constraints, allows consumers to shop with considerable flexibility.The China Internet Network Information Center (CNNIC) data show that, to the end of12/2010, Chinese netizens has exceeded450million, is the NO.1in the world.The characteristics of the Internet determine the online store to entry it with a low barrier.Because of lower search costs and switching costs of consumers in the network stores, onlineretailers face increasingly fierce competition. Under the situation, the paper research on theconsumers’ online shopping behavior from the perspective of the impulse buying.As a special phenomenon, Impulse buying behavior was studied by many professors inThe field of psychology, economics and marketing.The research indicates that impulsebuying in a network environment is also very common. With the emergence of electroniccommerce, impulse buying behavior in the network environment research is imperative.This study is based on traditional environment to study impulse buying theory, combinedwith interactivity shopping site, put forward a model of Impulse buying in the network, andvalidated by empirical research. Using SPSS, AMOS, we get the following conclusions:(1) The perceived usefulness and controllability of interactivity between customer andshopping site positively impact on consumers’ pleasure, arouse and trust. The perceived easeof use has nothing to do with consumers’ pleasure, arouse and trust, that is to say,the assumption of three emotional states does not hold.(2) The Double-way and reaction of interactivity between customer and the onlinesupplier positively impact on the three emotional state of consumers’.(3) The mutual aid of interactivity between customers positively impact on the threeemotional state.(4) The consumer’s pleasure, arouse and trust positively impact the impulse buying.Based on the above conclusion, the study provides for the construction of the Shoppingwebsite interactive marketing proposals for reference,and also to expand the empiricalstudy of the interactivity of the shopping website on the impulse buying, and also makea good effort to the later research in the field of network impulse buying.