Study On The Influence Factors Of Impulse Purchase Intention Based On Fresh Electricity Suppliers

Fresh agricultural products are the life of the ordinary people’s rigid demand products, fresh electricity as the domestic e-commerce field is one of the few "virgin land", attracted the brightest hero betting heavily. Fresh electricity has become an important goal of many commercial enterprises, logistics, retail enterprises and agricultural enterprises coveted.Based on the research of marketing theory and consumer behavior theory, this paper makes a deep research on the concept and connotation of fresh electricity suppliers and impulse purchase intention, constructs the relationship model of product characteristics, situational characteristics, consumer personality traits and impulse buying intention.This paper puts forward the factors that influence consumers’ impulse purchase intention from the perspective of fresh electricity suppliers, and the research model of this paper is composed of the other factors, such as product price, product quality and so on.On the basis of the research of the model and the research hypothesis, this paper designs the product features, the situation features, the consumer’s personality characteristic and the impulse purchase intention. In this paper, a total of 400 questionnaires were distributed and 310 valid questionnaires were returned. After selecting the sample data, this paper uses SPSS19.0 statistical software to analyze the sample data, and the reliability analysis, validity analysis, correlation analysis and regression analysis, and then verify the research hypothesis of this paper.In the first of the product characteristics, product characteristics have significant positive impact on consumer willingness to purchase products, two dimensions of the product characteristics, two, the various dimensions of the characteristic of the purchase price and product quality of the second dimensions, namely, the third dimensions of the situation, the characteristics of the five dimensions of the market, the impact of the impact of the purchase price, the purchase price, the purchase price, the impact of the impact on the willingness to buy.. Willingness to purchase intention has a significant positive effect.Finally, this paper combined with the research conclusion and the current marketing situation of fresh electricity suppliers in China, and put forward suggestions for the development of electricity suppliers. With a view to help fresh electricity suppliers in the fierce competition in the market to develop a good marketing strategy, establish their own competitive advantage.