| With the development of technology and intelligent terminal,more and more people uses mobile terminal for shopping in the Internet.In every China's Online Shopping Carnival——"Double Eleven Day"(November 11th),the number of the users who shop online by mobile terminal has great exceeded the number of users who shop online by PC terminal.According to the statistics of China Electronic Commerce Research Center,the trading volume of Tmall on November 11th in 2015 totals 91.21 billion yuan increasing by 40 percent over the same period last year,in which the trade by mobile terminal takes 68 percent.Because of the mobile terminal shopping payment more convenient and will not be subject to the restrictions of time and space,and the new marketing methods of the E-commerce platforms,such as purchase limiting,second-shopping,group-buying and so on,impulse buying usually happens in online shopping by mobile terminal.It refers to the consumer in the external environment of the stimulus,suddenly feel the urge to buy a strong impulse and complex emotions,in the absence of careful consideration of the consequences of the rapid decision-making on the purchase behavior.Based on the impulse buying theory and CIFE(Consumption Impulse Formation Enactment),this thesis will build a model about the influence factors of the mobile users' impulse buying in the sales promotion on Nov.11th.The influence factors will be illustrated in four aspects based on the features of online shopping with mobile terminal and the features of the sale promotion on Nov.11th,and proposed ten basic suppositions.The first aspect is the stimulation of the marketing methods on mobile terminal,including the stimulation of sale promotion and personalized recommendation.The second one is about the influence of the mobile online shopping platforms,including its appearance,interactivity and resource.The third one is the individual features of mobile users,including the impulse buying features and the tendency influenced by society.The last one is the limitations including the available time and available money.The study of this thesis develops based on the questionnaire reached by re-testing the gauge,which is made by referring to the mature and combining the features of both the sale promotion on Nov.11th and online shopping on mobile terminal.The data of this study is collected by a questionnaire survey on a professional platform named "Wenjuanxing".In this survey,313 questionnaires are collected,in which 231 questionnaires are valid and take 73.8 percent.By analyzing these valid questionnaires with SPSS 19.0,which is a professional data analysis software,the reliability and validity of this gauge are proved.Then,the structural equation model built on AOMS22.0 gives further inspection and correction to the data.The result of this study draws a conclusion in three aspects.Firstly,in the sales promotion on Nov.11th,six factors has a positive effect on mobile users' impulse buying intention,which are the stimulation of the marketing methods on mobile terminal,the individual impulse buying features,the individual tendency influenced by society,the appearance and the interactivity of mobile online shopping platforms and available time.Secondly,the impulse buying intention of mobile users has a positive impact on the impulse buying behavior of mobile users.Thirdly,three factors,including the stimulation personalized recommendation,the resource of mobile online shopping platform and available money,have no distinct influence on users' impulse buying intention.This study has a significant theoretical and practical value.From the perspective of theory,this study can enrich the relevant study about the impulse buying in online shopping on mobile terminal.From the perspective of practice,this study has reference value for the design of mobile platform,the selection and optimization of the promotion method on mobile terminal products,and the insight of the consumption psychology of mobile users. |
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