The Study On Mechanism Of Impulsive Consumption Of Individuals In The Network Group

Impulsive consumption has become the important profit source of the retailers. With the popularization of the Internet, more and more consumers chose network channel to buy goods and like browsing online instead of going shopping. The environment of network impulse consumption behavior is becoming more popular and it receives lots of attention. Although many studies explored emotion is an important factor on impulsive consumption, this paper thinks that maybe the impulsive consumption is from network group emotion and there is little research about this. In addition, the relationship between negative emotion and impulse consumption is controversial, so this article considers whether there is a regulation factor.Subjective customer knowledge is thought to be an important factor can increase purchase intention of consumers, so this paper presents the subjective customer knowledge may play a role in moderating the relationship between group emotion and impulsive consumption behaviors. Therefore, this paper builds the conceptual model of impulsive consumption of individuals in network group bases on the relevant literature.This paper reveals the process of how the group emotion infects the individual emotion in the network groups, the infected individual emotion promotes to impulsive consumption intention and then the moderation of subjective consumer knowledge. To verify these assumptions, this paper uses the method of questionnaire and obtains 198 valid data. Then, this paper uses SPSS20.0 and AMOS20.0 software for confirmatory factory analysis and data multiple analysis, the conclusions are as follows: 1) The positive group emotion produces the positive individual emotion and enhances impulsive consumption intention; 2) The negative group emotion leads to the negative individual emotion and prevent impulsive consumption intention.3)High level subjective customer knowledge makes the relationship between negative network group emotion and negative individual emotion, negative individual emotion and impulsive consumption intention weakened; 4)Low level subjective customer knowledge make the relationship between negative network group emotion and negative individual emotion, negative individual emotion and impulsive consumption intention strengthen.This paper enriches the relative theories of impulsive consumption behavior and presents some important theoretical supports for the network group marketing and the relativenetwork managing.