Research On Influence Of Mobile E-commerce Environment Characteristic On Consumer’s Impulse Buying

As the rapid development of mobile e-commerce, more and more people took part in the mobile shopping, within which, a lot of impulse buying behavior happened. However, nowadays, most of the research about impulse buying is based on traditional shopping scene that is so different from mobile e-commerce. Some research about online impulse buying is based on PC, which is also different from mobile. Therefore, we are not sure that whether the original theory and model of impulse buying fit mobile e-commerce or not. So, it needs further research. Based on S-O-R model, this paper use virtual environment as independent variable that cause the emotion of consumers, and finally lead to intention of impulse buying. At the same time, for most of the consumers, mobile shopping is not a job, instead of which, is a new way for entertainment. For consumers with different level of hedonistic tendency, the possibility of impulse buying that caused by emotion is different. Hence, this paper use hedonistic tendency as the moderator between emotion and intention of impulse buying.This paper applied multiple regression analysis to analyze the data of survey and got the following result. Knowledge, interactivity, convenience and entertainment of the mobile website have positive influence on pleasure of consumers. Knowledge and entertainment have positive influence on arousal emotion. Positive emotion has positive influence on intention of impulse buying and international effect between virtual environment and intention of impulse buying. Moreover, regulating effect of hedonistic tendency is proved. For consumers with higher hedonistic tendency, it is easier to lead their emotion into intention of impulse buying.The model of impulse buying on this paper can help the owners of mobile e-commerce shops to understand their consumers better and to apply more efficient marketing plan.