Research On The Influence Of Website Features On Impulse Buying

The revolution of information age has led to people’s life to a brand-new realm.And network communication technology characterized by informatization and digitization has also subverted the traditional single offline consumption patterns.As the emerging shopping media,the Internet with its unique advantages has influenced people’s consumption habits and consequently is becoming more and more favored and popular by consumers.Acting as a very common and special phenomenon in consumers’ daily life,impulse buying will be extended from the traditional retail trading environment to e-commerce environment,and thus burst a more intense boom.Many scholars of marketing,psychology and other fields have studied in depth for impulse buying in traditional retail environment from the aspects of the product characteristics,individual traits and situational factors.However,the consumers’buying behavior in the online context,especially the impact of website features as environmental stimuli,has not attracted wide attention.Based on the above background,this study will apply the theory of "S-O-R" as the basic framework and combine with the technology acceptance model theory,the view of environmental psychology and consumer behavior as well.Aimed at the characteristics of online shopping environment,the study will construct an integrated model of consumer impulse buying formation in online context together with website features as environmental stimuli.Through the questionnaire survey and data analysis,this study draws the following conclusions.The economy,interactivity,informativity and visuality of the website have significantly positive influence on perceived usefulness and perceived enjoyment.And in comparison,the informativity and visuality have stronger impact than any other features.While,the website’s security only has positive influence on perceived usefulness and the popularity of the website has no significant impact both on perceived usefulness and perceived enjoyment.As representative variables in individual’s cognitive and emotional responses,perceived usefulness and perceived enjoyment all have significantly positive effect on impulse buying intentions.Moreover,perceived enjoyment can completely mediate the relationships between perceived usefulness and impulse buying intentions.In addition,consumer impulsivity trait can moderate the interplay between impulse buying intentions and actual behaviors.