The Research Of Effects Of Impulse Buying Behavior On Repeat Purchase Intention On Network Environments

As the internet technology develop in a repid speed, the Electronic Commerce Industry of our country has gained explosive growth, and has showed the tendency of standing up to traditional industry as an equal. As a part of consumer behavior, impulsive buying behavior has attracted early attention from domestic and foreign scholars. However,early research on impulsive buying behavior mainly focused on offline, and the research about impulsive buying on internet environment behavior concentrated on the concept of impulsive buying behavior, the classification of impulsive buying behavior and inducing factors of impulsive buying behavior, the study on post-purchase evaluation has gained two contradictory results:satisfaction and regret. However, there are little study about the influence of impulsive buying behavior on repeat purchase intention and brand loyalty. Through having research in the influence of impulse buying on repurchase intention in netwrok environment, it has great guiding significance on finding methods of enhancing customer loyalty and implementing the promotion activities.This article focus its attention on how impulsive buying behavior influence consumer’s repeat purchase intention on Internet environment. According to the cognitive dissonance theory and self-control theory, after consumer have generated impulsive buying behavior, there are two possible results:satisfaction and regret. When consumers are satisfied with the product and service,he tends to make repeat purchase intention; When consumer is not satisfied with the prouduct and service, he will not tend to make repeat purchase intention.According to the convergence theory of mind, the individual will face the pressure of group and information,which will change consumer’s idea to achieve the goal of having same value and belief. So, the evaluation of relevant group have great influence on consumer post-purchase evaluation. In summary, the author proposed the theoretical model and hypothesis of this article, and ues empirical methods to validate the model. At last, getting the conclusion of the article.First of all, the higher degree of impulsive buying, the lower of the consumer’s post-purchase satisfaction; the lower degree of impulsive buying, the lower of the degree of consumer’s post-purchase regretation. Secondly, the higher of the consumer’s post-purchase satisfaction, the stronger of consumer’s repeat purchase intention; the higher of the degree of consumer’s post-purchase regretation,the weaker of consumer’s repeat purchase intention Thirdly, the relevant group evaluation adjusts the relationship between the degree of impulsive buying and perceived quality satisfaction, product price satisfaction and regret for locations, While the relevant group evaluation don’t work on purchase experience satisfaction, regret for product and regret for time.