Buying In Consumer Impulse Buying Intention Influencing Factors: Positive Mediating Role Emotions

With the Internet is used more and more popular, Online shopping has becomean important way for the consumers.Since the Groupon website was come up in theUnited States, a new type of e-business models:the group-buying is popular in China,such as Dianping website, Nuomi website, Meituan website and Lashou website andso on are blossoming everywhere, and then it impulse the consumers’enthusiasm totake part in the group-buying. The Internet group-buying creates a third platform buyconnect the business and consumers. This new model makes a difference with thegroup-buying model several years ago. We know that, in the website group-buyingenvironment, the group-buying website could supply the product conclude dining,travelling, entertainment, hotel accommodation and so on, the price often can supply abig discount. Low price attract many consumer to join in group-buying.Consumer impulsive purchase intention has always been concerned about in thesubject of Consumer Psychology. There is lots studies on the network impulse buyingbehavior. Since Group-Buying Online is a new mode for consumers to shopping,there is little research in this field. The author have read so much literature onconsumer impulse buying behavior home and abroad, learn the model and the scale ofconsumer impulse buying in the traditional shopping environment and onlineshopping environment, combined with characteristics of Group-Buying Online, try tobuild up the model for Group-Buying online contain the impulse characteristics ofexternal factors and Consumer personal impulse characteristics. By spss17.0statistical software for survey data analysis, and finally draw the main conclusions ofthree aspects: consumers emotional reaction directly affect the consumers’ impulse tobuy intention; External stimuli and impulsivity traits directly affect emotionalresponse; Emotional responses to external stimuli, impulsivity, personal qualities andimpulsive purchase intention exists remarkable intermediary effect.The group-buying business is intense competition in China,and the industryreshuffle is still increasing. How to create a more favorable external stimulus topromote consumers’ impulse buying behavior? How can the website to take a greaterdegree of excitation the personality traits of the consumer impulse trait? It is soimportant for the website to survival and development. Group-buying Online is a newthing, and innovation of this study is to focus on factors affecting consumer impulse buying in this shopping environment, has some theoretical significance to enrichconsumers’ impulse buying, and this article is also supply some guidance for theGroup-Buying Online operators.