The Impact Of Network Trust On Impulse Buying

According to CNNIC, as of December30,2012, the scale of Chinese Internet users had reached564million. Related researches also prove that the consumer online impulse buying behavior is more and more common. So the research of consumers’online impulse buying behavior has the very vital significance.Under the network environment, the influence of trust on consumer buying behavior is very important. At the same time, if there is no trust in the online trading activities, it will hinder the further development of online retailers. And, how about the effect of trust on impulsive buying behavior in the network environment? What’s the difference of different dimensions of trust on impulsive buying behavior? Whether perceived risk will play a regulatory role between the different dimensions of online trust and impulse buying. So, this paper refers to a large number of relevant literature, combined with the existing system of trust model and impulse buying behavior influencing factors model, based on the social exchange theory, from the perspective of consumer perception, respectively researches the different influence of three dimensions of consumer online trust on online impulse buying intention, leading to consumer impulse buying behavior by buying impulse. And, existing research shows that perceived risk is an important factor to consumer positive expectations, as a result, this paper argues that perceived risk may be a factor between dimensions of online trust and impulse buying intention.In this paper, in the form of questionnaires, there are237questionnaires are collected. With the help of SPSS19.0, by T test, correlation analysis, multiple regression analysis, single factor analysis of variance on data processing, it deeply analyzes the relationship among the variables. The main conclusions are as follows:(1) The role of three dimensions-ability of the dimensions of online trust, integrity dimension, benevolence dimension in influencing impulse buying intention have a significant positive impact. But it is different. Ability dimension has the most important influence, the second is the integrity dimensions, and the third is benevolence dimension. Under the network environment, ability of the dimensions of online trust is that the seller has the ability to provide security, network transaction in quick transaction, namely having the trading skills. The integrity dimension of online trust is that the sellers have moral standards in the process of providing services of online transactions, will follow the rules in the interactive activities, and fulfill the commitment. The benevolence dimension of online trust is that the seller is not completely in their own economic interests in online transactions, but to consumers as the guidance, and will care and help consumers.(2) Consumers online impulse buying intention has significant positive influence on impulse buying behavior, namely before online impulse buying behavior, consumer is bound to experience a kind of strong desire to buy this (impulse buying intention).(3) Perceived risk adjust between online trust dimension and impulse buying intention. Adjustment dimensions of perceived risk of network ability dimensions, benevolence dimensions and impulse buying intention have a significant negative effect; the adjustment effect is not significant between integrity dimension and impulse purchase.(4) The influence of different gender on impulsive purchasing behavior has a significant differences, and the female consumers are more likely than males to produce impulsive purchase online, which is consistent of previous scholars views.(5) Different levels of education of consumers have significant differences on online impulse buying behavior, in contrast, less-educated consumers have online impulse buying behavior more likely.Finally, according to the conclusions of this study, it provides some referential suggestions for online retailers that formulate the corresponding marketing strategy, and further analyzes the limitations and future research direction in this paper.