Research On The Influence Of The Network Promotion On Consumers’ Impulse Buying Behavior

With the rapid spread of the Internet, the e-commerce has a very fast development in recent years. In this context, China’s online shopping market size continued to maintain a rapid growth trend, and become one important part of the shopping market. According to the data released by the China Internet Network Information Center, China’s online transaction size has reached756.6billion yuan in2011, accounting for4.2%of the total retail sales of social consumer goods in the year, as of the end of2012, the scale of China’s online shopping users had reached242million people.The number of online consumers and the scale of the network transaction have been growing, which attracts more and more enterprises to enter into the network market, the competition between the network businesses will become more intense. Therefore, in order to gain market share from the fierce competition, the network businesses must use a variety of means of competition to attract online consumers online shopping. Consumers’impulse buying behavior is a common phenomenon in the traditional environment, which has been found in the online shopping environment. And because of the convenience of the network, the occurrence of impulsive buying behavior is more common in the online shopping environment. Therefore, the article studies the effect of the network promotion on consumers’impulse buying behavior.By analyzing the theory of Consumers’impulse buying behavior and network promotion, this article chose online store’s browsing as mediating variables between network promotion and impulse buying intention. Then this article proposes hypotheses and builds a research model. Using software of SPSS to analysis the data, we got the conclusions as following:Firstly, network promotion can promote online store’s browsing, that means the promotional activities carried out by the enterprise can attract consumers to spend more time and energy to browse the commodity in the online store.Secondly, online store’s browsing has a positive effect on the impulse buying intention. The more time consumers spend on browsing online store, the more possibilities consumers have the impulse buying intention. Besides, Impulse trait plays a regulatory role between network promotion and impulse buying intention.The high impulsivity traits consumers are more likely to generate impulse buying intentions when they browse online store.Thirdly, in the network environment, consumers’ impulse buying intention and impulse buying behavior has a significant positive correlation. The convenience of online shopping reduces the shopping time, which makes consumers likely to take impulsive buying behavior.In summary, this paper made some marketing suggestions for the enterprises, which consists comprehensive utilization of consumers’information and play the utility of the different promotional activities.