A Research On Consumers' Impulse Buying And Influence Factors Model Of Online Group-buying

Based on the traditional study of consumers' impulse buying, this paper examines consumers' online impulse buying and influence factors in online group buying, which is a new kind of network consumption patterns. This study firstly reviewed the research of consumers' impulse buying, concluded the influence factors of consumers' impulse buying in online group buying. This paper examines the effects of novel discount presentation on consumers' perceived savings and impulse buying in online group buying. This study also choices the circumstance of price discount and brand awareness as control variables.On the other hand, this study further in-depth examines the different types of impulse buying. This paper develops the different types of impulse buying scale, and constructs the model of the influence of third part information on different types of impulse buying.The results show that, when the brand awareness is high and large discount, discount significance manifestation form can lead to significantly higher perceived savings and impulse buying. When the brand awareness is low and large discount, sum significance manifestation form can lead to significantly higher perceived savings and impulse buying. In addition to, the study of different types of impulse buying shows that, the pure impulse buying is the most. The second are reminder impulse buying and planned impulse buying. Suggestion impulse buying is the least. The effect of evaluation of others on pure impulse buying, reminder impulse buying and planned impulse buying is significant. The effect of transaction record on pure impulse buying and suggestion impulse buying is significant.