The Research Of Online Promotion On Consumers The Willingness Of Impulse Purchase

With the rapid development of Internet, shopping online has been prevailed among the world. It provides a convenient way for consumers to shopping. As the stiff competitions among online sellers, they use various promotions to attract more consumers, and then gain the more market share. In scholars’opinions, the traditional promotions can stimulate the impulse purchase, for that the conveniences of online shopping excite the willingness of consumers to impulse purchase. The sellers intend to realize the maximization of promotion effect. So my paper studies the willingness of impulse purchase under the online promotions.My paper pattern is based on the analyses of reference documents about the definition, classification and influencing factors of the impulse purchase behaviors, regarding the special quality of impulse purchase as the intermediary variable between the online promotions and the willingness of impulse purchase and the online trust as the adjustable variable. At the same time, I also perfect the scales of scholars and then complete the questionnaire. In the process of study, I adopt the statistical software named SPSS to data processing with its descriptive statistical analyses, correlation analyses and regression analyses, in order to examine the hypotheses of my paper.According to data analyses, I draw the conclusion as the following part. Firstly, online promotions can dramatically affect the willingness of consumers to impulse purchase. Secondly, the special quality of impulse purchase is the intermediary between the online promotions and the willingness of impulse purchase. Thirdly, the online trust can adjust the willingness of impulse purchase.At last, I give some advice to electronic commerce platform and marketing management, which is based on the result of my study. Firstly, they should cautiously choose the promotion strategies based on the opportunity and the types of products of promotions. Secondly, they also should give ingenious publicity to the promotion strategies to draw the consumers’ attention immediately. Thirdly, they should make concerted efforts to website maintenance and improve the quality and after-sale service of products. In this way, they can gain the trust of consumers, then to stimulate consumers to impulse purchase.