| With the rapid development of the Internet, it has played a big role in people’s daily life and work, especially the online shopping. Among those people who shop online, college students are the main consumption group. Studying whether their own online shopping decision-making style has a moderating role between online promotion modes and impulsive buying behaviors is of great significance not only for them to know their own consumption status but also for the development of the online merchants or companies.250 college students were surveyed via the Network Promotion questionnaire, Online Shopping Decision-making Style and Consumers, Impulse Buying Behavior, which examines the relationship among the online Promotion, Online Shopping decision-making style and the impulsive buying behaviors of college students. The findings are as follows:Firstly, discounts, discounts based on the purchase quantity, flash sales, and gifts all have the greatly positive relationship with impulsive buying behaviors of college students.Secondly, their pursuit of the novelty, fashion, and high-quality, brand recognition, impulsiveness and carelessness all have the greatly positive relationship with the impulsive buying behaviors of college students.Thirdly, the discounts based on the purchase quantity is a significant predictor of the impulse buying behaviors of college students;Also, the pursuit of the novelty and fashion, brand recognition, impulsiveness and carelessness have the predicting effect on the impulsive buying behaviors of college students.Lastly, college students’ impulsiveness and carelessness as they shop online have the moderating role between the discounts based on the purchase quantity and the impulsive buying behaviors of college students. The pursuit of novelty and fashion has the regulating effect between the discounts based on the purchase quantity and the impulsive buying behaviors of college students. |
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