A Study On The External Influencing Factors Of Consumers' Impulsive Buying In The Environment Of "Taobao"

China network information center in released on January 16 th, 2014, 33 times the China Internet network development state statistic report. Pointed out in the report,as of December 2013, China’s Internet population of 618 million, In 2013, new people to 53.58 million people on the Internet, the Internet penetration rate increased by three point seven percent than the end of 2012. Weibo taobao version as sina weibo cooperation with taobao launched a platform on the basis of the social function of the integrated, it not only has the rest of the web of powerful communication function,also added the application of the social class such as information sharing, for many small and medium-sized enterprises(smes) seller provides another way of sales. Some studies have shown that compulsive purchase behavior in online shopping is very common, and the research in "taobao" environment impulsive purchasing behavior of literature is very few, so the consumers under the environment of "taobao" impulsive purchase behavior is necessary.Combining with the previous scholar’s study, will be based on the research of compulsive purchase behavior in e-commerce environment framework used in "taobao" environment, consider "taobao" environment, the actual theoretical research model constructed in this paper. This article will outside influence factors of consumer online impulse buying behavior fall into two categories: direct influence factors(price,product, promotion and site factors) and indirect influencing factors(others evaluation,clinch a deal the record, the communication process of the service attitude, peripheral group), the purpose is to explore this article summarizes how the external factors of the influence of consumer online impulse buying behavior.This paper adopted qualitative methods and quantitative methods in the study,through the form of a questionnaire to collect data, and then use SPSS16.0 software on the questionnaire statistical analysis was made on the data obtained, the main analysis include descriptive statistics analysis, reliability analysis, validity analysis and regression analysis, in order to verify this hypothesis. Research results show that the direct influence factors(price, product, promotion, site four factors) and indirect influencing factors(others evaluation, clinch a deal the record, the communication process of the service attitude, peripheral group) the effective use of impulse buying behavior have a significant impact on consumers.Through statistical analysis, this paper get the following conclusion: in weibotaobao environment, outside influence factors significantly affect impulsive purchase network consumers’ actual behavior, which directly influence factors in the external influencing factors and dimensions of indirect influence factors and impulsive purchase of actual behavior with the influence of different level. Direct influence factors of product’s impulsive purchase behavior of actual most significantly, the influence of product strategy, the more effective, more can trigger compulsive purchase behavior of consumers. The second is the promotion factors, promotion factors significantly affect consumer impulsive buying behavior, impact times, the more effective promotion strategy, the more can trigger compulsive purchase behavior of consumers. Again is the impulsive purchase price factors significantly influence consumer behavior, its effect is lesser, price strategy, the more effective, more can trigger compulsive purchase behavior of consumers. Site factors the influence factors of relatively minimal, but also significantly affect consumer impulsive buying behavior, web strategy more effective, more can trigger compulsive purchase behavior of consumers. Indirect influence factors in the surrounding community attitudes of impulsive purchase of consumers’ actual behavior, attitude groups around the more obvious, more can trigger compulsive purchase behavior of consumers. Secondly,clinch a deal the record, clinch a deal the record, the more the more trigger compulsive purchase behavior of consumers. Again significantly affect consumer impulse buying behavior is the communication of the service process, the communication process of the service, the more satisfied, more can trigger compulsive purchase behavior of consumers. Others evaluation also significantly affect consumer impulsive buying behavior, others evaluation more tend to be more positive, more can trigger compulsive purchase behavior of consumers.Finally, based on the research conclusion from outside influence factor of the direct impact and indirect impact factors aspects,for weibo taobao sellers of small and medium-sized enterprises provides some suggestions for comprehensive marketing.