| With the rapid development of e-commerce market, China’s network shopping market keeps continuous high growth momentum. According to the Report of China`s Online Shopping Market Research on the second quarter of 2014 from the CNIT-Research(China IT Research Center), it shows that the scale of China’s online shopping users has more than 332 million. The rapid expansion of network shopping user scale has laid a good foundation for the network market development, and releases a huge market potential. Growing online shopping market attracts more and more enterprises to join, so network business competition is becoming more and more fierce.Promotion becomes a competitive mean that network marketers often use, which is an important source of business retail profit. Businesses expect to understand the promotion how to influence consumer buying behavior, and what happens to the consumer cognitive mechanism when facing the promotion stimulation.According to the data of alibaba released, it shows that the Alipay`s turnover is 57.1 billion on the double eleven of 2014, up 63 percent on 2013. With the development of the network shopping, the ratio of impulsive purchase in daily purchasing activities is growing, and the research of impulsive purchase behavior becomes more and more important. The Study of online impulse buying behavior began to rise, and focus on the traditional theory of impulsive purchasing behavior is adapted to the online impulse buying behavior. The existing research studies from the perspective of cognition, considering the influence of the network stimulation on consumers’ cognitive which will affect consumer online impulse buying behavior.Combined the actual requirement of network business with the research status of impulsive purchase online, this thesis study the effect of promotion on consumer`s overconfidence, which have double stimulations of time pressure and discounts, which affects consumer`s online impulse buying behavior. Based on the "stimulus – organism – response"(S – 0- R) paradigm, this thesis establishs the model of influencing mechanism of impulsive purchase online under promotion situation, hoping to promote the study of consumer online impulse buying behavior, and provide theoretical support for the network of the dealer marketing activities.Firstly, through literature review and summarize, this thesis defines the key characteristics of promotion, and the crucial role of time pressure and price discount in promotion, and the key characteristics of consumers’ overconfidence are exaggerated perceived benefits and ignore the perceived risk, and generalizes the related study of impulsive purchase online, which lay a theoretical foundation for further study. Then this thesis builds a influence mechanism model of "promotion features- overconfidence-impulsive purchase online", and presents related research hypothesis.Secondly, based on the questionnaire survey, this thesis received 300 valid questionnaires, and analyzes data processing through SPSS and AMOS.Through the correlation analysis of the variables, the reliability and validity test, this thesis ensure the sample data of internal consistency and structure validity. By using the structural equation model to study related hypothesis test in the model, this thesis prove promotion characteristics and consumer`s overconfidence has a significant positive correlation, overconfidence and impulsive purchase online has a significant positive correlation, in addition to the effect between promotion time limitation and exaggerate perceived benefits was not significant.The end of this thesis summarizes the conclusions of the study, clarify the theoretical contributions and management implications of research results, then introduce the lack of research and the outlook of the follow-up study. |
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