The Research Between Product Scarcity And Female Online Impulse Purchase Intention

Impuls e purchase is common in dai ly l ife at an early age. With the i mpr oving of the social e conomy, impul se purchase pr opor tion will als o ri se, and more than half of consumers have t he t endency to impul se purchas e. More and mor e women are to become active participants in soci ety with increasingly prominent roles in the ir lives.With the improving of the female consume r purchasing, t he new consumption growth gradually formed, and shift to network c onsumers. Face to fierc e competition on the network market, the network merc hants are eager to looking for c ompet itive advantage by adopti ng new network marke ting stratege to attract onl ine consumers(especia lly the female). In order to obtain more profits and market share, network merchants began t o the "online marke ting" that is a re latively new way of market ing.In recent years, the study of product scarcity and online impulse purchase intention about female consumers are less. About the impulse purchase intention research mai nly focus on its characteristics, meaning and its influence fac tors, whil e the study of c ombini ng female online consumption to impulse purchase intention i s little, as well a s empiri cal research. Therefore, on the bas is of summarizing t he predecessors’ resear ches, this arti cle acts femal e consumer group as the research object, applies the fra mework of traditional impulse purchase to online shoppi ng,combines the characteristics of the product s carcity, proposes the research model of this article, and tries to put for wa r d the role of product scarci ty to fema le online impulse purchase intention through the female consumers per ceived value emoti on,in order to provide guidance and advice for the prac tic al application of product scarcity.Under the background of the network environment, this article di sc usses the research background and si gnificance, r esearch pur pose and content, r esearch method and technica l route between product s carcity and female impulse purchase intention online. At the same time, it review and summa ry some relevant li teratures in the field of female online consumption. On the previous theoretical re search of the emotional pe r cei ved val ue, thi s a r ticle also constructs a relationship model betweenproduct scarc ity and female impulse purchase intention, a nd introduc es emotional perceived value as the int ermediary variable. Fina lly, the article that based on the analysis result about the survey data of product scarcity verifies the hypothesis and corrects the model. The results show the positive relat ions hip between product scarcity and online i mpulse purcha se intention; and e motional perceived value plays a significant int ermediary role between product scarcity and onl ine impulse purchase intention. Based on the conclusion of empirical resear ch, this article provides the network mercha nts to implement effective online marketing strat egy; at the s ame time, it discusses the limitations of this a rticle and the research dire cti on in future.