A Study On The Impact Of Virtual Experience On Consumers’ Impulse Buying With Different Personality Traits

In recent years online shopping has gained great development and onlineexperiential marketing is becoming increasingly prominent in our country. Onlineshopping is becoming an essential way to shop in consumers’ daily life. Under theexperience economy, the status of impulse buying which occupies a large proportionin consumers’ daily buying behaviors is especially outstanding. The domestic study ofonline impulse buying is in full swing at present, but the research into onlineexperience consumption is just emerging and lack of in-depth research of internetvirtual experience and impulse buying. Therefore, it has theoretical and practicalsignificance to explore the mechanism of internet virtual experience influencingconsumers’ impulse buying with different personality traits.First, this study reviews relevant research literature at home and abroad. Thenresults of a few in-depth interviews with experts in the field of e-commerce as well asconsumers with online shopping experience are presented. Based on previous findings,a model is constructed, studying the impact of internet virtual experience onconsumers’ impulse buying with different personality trai ts. By analyzing relevantliterature, we develop measurement scales of each variable combined with currentlye-tailing development in our country. Reliability and validity tests show thatmeasurement scales are applicable to consumer in China. Finally, thr ough a randomintercept investigation in Changsha and Xi’an and an online survey, a totality of303questionnaires were distributed, and269valid sample were obtained, which were usedfor data analysis of background variables and hypothesis model tests.The theoretical model and relation assumption are tested and analyzed throughreliability analysis, validity analysis, structure equation modeling and multi-degreeregression analysis. The empirical results are as follow. First, internet virtualexperience including cognitive experience and affective experience has significantdirect impact on consumers’ impulse buying intention and indirect impact onconsumers’ impulse buying behavior. Second, to the consumer whose personality isinclined to hedonism, relative to the prudent, both cognitive experience and affectiveexperience on consumers’ impulse buying intention have larger positive influence. Onthis basis, corresponding management recommendations are put forward.