Study On Impulse Buying Intention Of Online Group-buying From The Perspective Of Emotion

Impulse buying that is a common behavior in everyday life.A survey by DuPont during1945-1965found that the proportion of Impulse purchasing has rise company n to50.0%from38.2%in two decades. The high rate of Impulse buying attracted the attention of scholars as early as in the1940.With the rapid development of the Internet and e-commerce technology, a new kind of network consumption patterns---the network group purchasing set off a boom in the field of domestic e-commerce. Within a few months,group network like Wowo network, Lashou web mushroomed.Although the very rapid development of network group purchasing, but in the country is still in its infancy, researches about impulsive network group purchasing are still very few. In this case, how to take advantage of network group purchase’s unique factors to stimulate the consumer impulse shopping has become a great concern to network operators to create a shopping environment.Mehrabian&Russell (1974) proposed a model of environmental psychology assuming that some situational factors in the shopping environment can stimulate consumers to produce a series of emotion to do impulse buying behaviors. Obviously, the basic assumption of environmental psychology meets Impulse purchasing behavior characteristics:environmental-stimuli associated with emotional experience. Therefore, this study employs specific factors in the network group purchasing based on the model of environmental psychology (M-R) as stimulus variables, including price discounts, number of people, and the distance to buy deadline, to study impulse buying intention from the perspective of emotional.We use a combination of experimental and questionnaire to study the contents of this article. Due to the selection of three environmental stimuli variables and each variable can be divided into high and low groups, so we use a2*2*2experimental design. Part of experiments of this study is to simulate real buy scene to students in the classroom, and then test the items. Part of this experiment is done through the network in the form of the questionnaire. By these two ways, total of320questionnaires were distributed with eventually268valid questionnaires recovered. After reliability and construct validity tests, regression analysis and analysis of variance of the data was processed.By regression analysis, we find that price discounts, number of people’s emotional impacts on impulse purchase are significant. At the same time, confirmed the pleasure andevocation’s intermediary role between the situational factors to Impulse purchasing is confirmed.We have also found after the analysis of variance that the interaction item of price discounts and avocation both are significant; the interaction item of number of people and the distance to buy deadline’s impacts is only significant for pleasure. Other interaction items are not significant.The results of this study may provide some marketing suggestions to group buy operators. Operators can mobilize the joyful mood of consumers through price discounts and the long distance to deadline to increase the number of consumers, and the increase of number of people can provoke more new consumers’ pleasurable emotions, leading to an increased desire to buy. If operators have higher commodity costs and can only provide a smaller price discounts, by setting shorter distance time can stimulate consumers to evoke emotions, triggering a desire to buy.