Research On Impact Of The Reference Group To The Online Impulsive Buying Behavior:The Mediating Effect Of Emotional Reaction

"Internet+" and the arrival of "big data" era, the network marketing and the rapid growth of e-commerce obtain rapid development. Online shopping consumers gradually shift from the traditional store shopping model to the Internet shopping model. Online shopping is not only convenient but also meets the individual needs of different consumers. In the past, the concept of reference group which was produced in the traditional shopping process can effectively explain many consumer buying behavior. However, it has been studied that the concept of reference group extends to the network shopping environment. And many studies have shown that impulsive buying behavior also occurs in online shopping, and even more likely to occur. Therefore, this study have studied impulsive purchase behavior of the e-commerce environment. Domestic and foreign scholars research on impulsive buying influence factors that mostly concentrated in the field of price promotions, store image, commodity types, consumer characteristics, and so on, but about reference group influence on impulse buying, the attention of scholars at domestic and abroad is relatively less.In order to explore the relationship between reference group and online impulsive buying behavior of consumers. This study reviews the literature related to the reference group, emotional response and impulsive buying behavior. Based on the M-R model of environmental psychology as the theoretical basis, to explore the relationship between reference groups, emotional reaction and online impulse buying behavior. To sum up the internal mechanism of the reference group, emotional response and impulse buying behavior. this paper reviews the relevant literature, puts forward the research hypothesis and theoretical model, and then through the form of questionnaire to collect relevant data, Then the paper uses spss19.0 statistical software for empirical analysis of the relevant data.The drawing on the basis of the previous research proposed the research hypothesis and theoretical model, through in the form of a questionnaire survey to collect relevant data, and then using spss19.0 statistical software and conducts an empirical analysis of the relevant data. Mainly includes descriptive statistical analysis, reliability and validity analysis, correlation analysis and linear regression analysis of the reference group, emotional response and impulsive buying behavior variables. The results confirm that the reference group and its various dimensions have direct and positive effect on emotional reaction and impulsive purchase, emotional reaction has a significant positive effect, emotional reactions roles through empirical analysis between reference group and impulsive purchase behaviors.In this paper, we study the influence of the reference group on impulsive buying behavior from the perspective of emotional response, and expand the research scope of impulsive buying behavior, which is helpful to enrich the research theory of impulsive buying behavior. In addition, this paper constructs an intermediary model of the influence of the reference group on impulsive buying behavior, and provides a new perspective for the study of impulse buying. Finally according to the empirical analysis results, this paper provides some marketing and practical implications for online businesses.