Study On Impulsive Purchase Intention Of Online Group Buying Based On Personal Traits And Buying Situation

With the rapid development of internet and e-commerce market, online shopping as a trend is more and more recognized by consumers. In the continuous development of online shopping, online group buying as an emerging online shopping type came into being. The group buying websites originated in the United States where its famous group buying web sites called Groupon. Since March 2010,Meituan opened the prelude of the domestic group buying of China, online group buying business began to develop rapidly and become the fastest growing business class applications.In information technology and digital network era, online group buying have become habitual consumer spending, so study the consumer behavior under online group buying is necessary. In the traditional shopping environment, there are a lot of research about consumer impulse purchasing and related theories are more mature.In the network environment, impulse purchasing has also been proved exist, and related research also more. However, the domestic research literature about online group buying is very limited at present, and limited to the description of the phenomenon of group buying and the mechanism of competition. Research on consumer impulse purchasing under online group buying very little. Therefore, This paper combine the ultra-low price discounts, limited time the feature of group buying to study on impulsive purchase intention based on personal traits and buying situational.In this paper, online group buying is the background. The buying situation and personal traits as independent variables. Buying situation include four variables, they are price discounts, graphic display, time pressure and the website’s reputation.personal traits include shopping pleasure and impulsivity trait. Site website storefront browsing and positive emotions as intermediate variable.consumer impulsive purchase intention as the dependent variable to study the relationship between them.The study results show that buying situation of group buying has a positive impact on the store browsing,that price discounts, graphic display, time pressure and the website’s reputation will increase the degree of store browsing. The price discounts, graphic display, time pressure also have a positive impact on the consumer positive emotions. But the site’s reputation on the positive emotions of consumers do not have a significant positive effect. The personal traits has a positive impact on the store browsing and the consumer positive emotions. The store browsing has a positive impact on positive emotions. The store browsing and positive emotions have a positive impact on consumer impulse purchasing intention.Finally, based on the findings of this paper, we put forward some rational marketing suggestions, which can promote the sustainable development of the online group buying, and put forward scientific, accurate information for the customers operators to understand the impulsive purchase intention of consumers.