Analysis On The Influencing Factors Of College Students' Impulse Shopping

Since Pierre Omidyar in the name of Auctionweb officially changed its name to eBay which was founded in San Jose in 1995, network shopping, regardless of time and space, depending on abundant products, low cost, convenient trade and various advantageous aspects, has achieved rapid development in the global scope and opened a new era of modern consumption life. It is surveyed that more online shoppers than non-online shoppers are more likely to purchase impulsively. Nearly 83% of online consumers have purchased impulsively once. Impulse purchase behavior, which is a universal and unique behavior of consumers in an era of the commodity economy, earns wide attentions and researches from scholars in the field of the marketing, psychology and economics. While these studies are based on the traditional shopping in entity environment, online purchasing behaviors, especially in the study of the factors which influence the formation of impulsive purchase intentions, are rarely involved. Hence,under this background, the study of the mechanism of impulsive purchasing behaviors on the network is very realistic and meaningful.According to the research achievements of domestic and foreign literature, this study, combined with the traditional shopping environment, divided the environmental stimulant factors which affect impulsive purchase behaviors, into two dimensions:internal and external. External factors come from the richness of information, the interaction, the interest and the reliability in the network trading environment, while internal factors are from consumer's personal traits on impulsive purchase behaviors. On the basis of the above substances, a model on impulsive purchase behavior under the network environment is built and verified through empirical researches to explain the formative mechanism of the intention on network shopping impulse purchase.Through empirical research, the consumers' individual characteristics, the interaction of internal factors, the interest and the abundancy will affect consumer's purchase intention and engender impulsive purchase behavior; however, the reliability of the website is of little significance on influencing impulsive consumption; moreover,gender, grade and the distinctions of living costs are related to the emergence of impulsive purchase behaviors.According to the results, this paper discussed the marketing enlightenments, as well as the innovations and the limits of our research.