Study On Formation Mechanism Of Impulsive Purchasing In Web-based Group Buying

With the high development of e-commerce, the online shopping hasincreasingly become frequent, the new type of shopping way—group purchasinggradually arises at the historic moment. The group-buying web sites originated in theUnited States where its famous group-buying web sites called GROUPON, Chinesegroup-buying web sites that imitate this website has a blowout development.Consumers have more impulsive shopping tendency in online shopping than in theentity shop,which has been widely proved.And group purchasing has uniquecharacteristics that is different from general network shopping. At present, Chinesegroup buying basically has the following four characteristics: low price discount,restriction of the number of transactions, fixed time period, limited payment amount.Without doubt, these features to a certain extent stimulate the consumer shoppingenthusiasm, at the same time, the reality of "group slave" phenomenon also proved that consumers impulsive purchase behavior exists in the group buying. However, thedomestic research literature about group purchasing is very limited at present, andlimited to the description of the phenomenon of group purchasing.So this paper is todiscuss the relationship between customer perceived value, website characteristics,consumers’ emotional response, self control factors and impulsive purchase intention,and to understand more deeply why consumers are so obsessed with the groupbuying.This article that take group purchasing as the research object, mainly studies theformation mechanism of consumers’ impulsive buying intention in team buying onthe Internet. From the aspects of subjectivity and objectivity, the paper discusses theformation of impulsive buying intention. In this essay, we select perceived value andwebsite features as independent variables, and impulsive buying intention asdependent variables, and we put affective responses as a intermediary variable andself-control as mediating variable.Customer perceived value includes four dimensions:price value, quality value, social value and emotional value. Website characteristicsalso contain four dimensions: knowledge, Interactive, security and entertainment.Although there were some literatures to discuss website features on impulsive buyingintention, but rarely involving the customer perceived value, and few studiesexplore how these two factors play a role in impulse shopping through the consumer’s emotional reaction.At the same time,researches that put self-control as a moderatingvariable are very little. Therefore, this paper focuses on the intermediary function ofemotional reaction consumer between perceived value and impulsive buying intention,and the intermediary role between website features and impulsive buying intentionbetween, and the accommodation of self-control between emotional response andimpulsive buying intention.Main findings are the following: firstly, customers’ perceived value has asignificant positive effect to impulse purchase intention while consumers make groupbuying deals, namely the price value, social value, emotional value, the quality ishigher,his purchase intention is strong.Secondly, website characteristics havesignificant positive effect on impulse purchase intention, that is, the more knowledgeand the more entertainment ingredients, the stronger interaction,the better safety,customer purchase intention is strong. Thirdly, when consumers’ emotions reactionare strong, the impulsive buying intention is strong.Fourth point, emotional responserespectively has obvious intermediary role in perceived value, website features andimpulsive purchase intention.Fifthly, self-control has a modulatory role betweenemotional response and impulsive buying intention.Finally, according to the conclusion, we put forward some rational marketingsuggestions, which can promote the sustainable development of the online group buying, and put forward scientific, accurate information for the company to understandthe behavior of consumers.