Study On Effects Of Online Shopping Carnival On Consumer Impulsive Buying

As a supplement and innovation to the traditional store shopping, online shopping with its convenient, cheap and never leaving home gets a broad range of consumer recognition. In recent years, the rise of online carnival activities, but also with the stunning sales has become increasingly popular. Carnival online shopping bring people a new way of shopping and life concept, at the same time, it is also a new challenge to the traditional academic theory research. On November 11, 2015, with Tmall refreshing a new sales miracles the author fall a growing interest in network carnival. By refering to the literature, the author find that most research has focused on describing double tenth one online grand phenomenon and explored the marketing strategies, which researched narrowly and lack of empirical data. And most articles are news in journals, lacking of theoretical system. Therefore, it is necessary to rate academic papers on the network carnival.In order to explore network carnival to consumer impulse buying,the paper fallows the predecessors theoretical study and combine with the related research results.First of all, the author define the network carnival and impulsive spending, summarize the causes of the formation of network carnival, and briefly introduce the developing situation of the our country network carnival, which clarifys the article research context.Secondly, through the literature review, the author summarize the domestic and foreign related research network carnival and the consumers' impulse consumption influence factors of classical literature, which lays a theoretical foundation to the research of this topic.Then, this paper establishes theoretical research framework, and puts forward four research assumptions: the first one is that perceived usefulness, perceived ease of use has a positive effect on consumers' impulse consumption; the second is that Perceived risk has a negative effect on consumers' impulse consumption; the third is that perceived risk on consumers' impulse consumption has a negative network carnival activities, women, young and middle-aged consumers, high income and high degree impulsive consumption behavior influence consumers more easily;the forth is that consumer impulsivity traits, conformity, and the pursuit of exchange and sharing of consumer psychology has a positive effect on impulse buying. Through the way of questionnaire survey, the study chose consumers with taobao shopping experience as the research object, extract 350 valid samples.Finally, it is the data statistical analysis, by verifing the above assumptions, the study get following research conclusions : it has positive correlation between perceived usefulness, perceived ease of use and consumer impulse buying; consumer individual psychological characteristics, such as consumer impulsivity traits, conformity, has positive influence on impulse buying; Consumers' age, gender, income and education status will influence their impulse buying behavior, including, the characteristics of female consumers under the network carnival activities, middle age, high income and high degree will have a positive impact on impulse buys.The paper adopt the hypothesis analysis, questionnaire investigation, many forms of statistical analysis and the method of combining as the research methods. And the study select the research network carnival of three variables: perceived usefulness, perceived ease of use, perceived risk. consumer individual characteristics of two variables:the basic characteristics and psychological individual characteristics.This study in order to explore the essence of the our country network carnival.By studying the consumer individual and psychological factors influence on impulse spending, we hope to correctly understand the network carnival. The results of this study is to remind consumers:we should improve selfcontrol, study reasonable consumption knowledge, and form healthy and rational consumption behavior. At the same time, we hope to lead soul-searching by consumers, only by achieving self enrichment and rich can overcome the irrational.The article selects network under the network environment to explore its influence on consumers' impulse consumption, it is more perspective and specific. But there are still many limitations,short of time and ability is the key. How to select relevant variables and improve the econometric analysis on network carnival is also a big confusion for the author. In future research, the author will continue to study the influence factors of mining other more appropriate, and improve the variable data processing, for achieving sufficient data,evidence, and the more rigorous content.