Research On The Impacts Of Holiday Promotions On Customer’s Online Impulse Buying

With the rapid development of the Internet in recent years,Based on network platform,the e-commerce has a very fast development in recent years. According to the data released by China electronic commerce research center (CECRC), by the end of2012, China’s e-commerce market size has reached7.85trillion, attaining a year-on-year growth of30.83%.Among them,B2B e-commerce transactions has reached6.25trillion, attaining a year-on-year growth of27%. Online retail market size has reached1.3205trillion yuan, attaining a year-on-year growth of64.7%. At the same time, As of December2012, B2B e-commerce service enterprises in our country has reached11350, attaining a year-on-year growth of8%.B2C、C2C and other e-commerce service enterprises has reached24875, attaining a year-on-year growth of19.9%. As the growing of the number of online consumers and the scale of the network transaction, More and more companies pouring into the network market, which makes the competition between the network businesses become more intense. Holiday promotions become an important tool for Manufacturers selling products and accessing high profits. Take "Double eleven· Singles Day" for exemple, According to the data released by Tmall mall, On November11,2013the sales has reached35billion yuan,an increase of83%over last year. Only one minute after midnight, the turnover has breakthrough100million yuan, during six minutes the turnover reached1billion yuan. In the singles day, In addition to Tmall mall, other e-commerce enterprises, such as jingdong, suning, dangdang, etc have also launched a series of promotional activities,and get a good sales.thus, consumers with great enthusiasm for the Holiday promotions.In this article we will research the consumer online impulse buying behavior in a setting of Holiday promotions. Based on the theory of S-O-R model, choosing Price discount、Time pressure、Sales atmosphere as three stimulation variables, With perceived value as intermediary variables, Impulse Buying Behavior as outcome variables, introducing Anticipated regret as regulating variable, we use the empirical test the model.The main conclusions of the peper:(1)Price discount、Time pressure、 Sales atmosphere have a positive effect on perceived value.(2) perceived value has a positive effect on Impulse Buying Behavior.(3)Anticipated regret a positive regulation on the relationship between perceived value and Impulse Buying Intention. The innovations of the paper:in the context of self-service Holiday promotions,in combination with S-O-R Model. Explore the relationship between price discount, time pressure,sales atmosphere and the impulsive purchase,which enriches the existing relationship studies between promotions and impulse buying.With perceived value as intermediary variables,this study Explored the consumer online impulse buying mechanism.which complete Introduce anticipated regret as regulating variable, exploring the role in consumer impulsive buying,which complete the impulsive purchase existing research.