Research On The Impact Of Online Impulsive Purchases On Consumer Satisfaction

Impulse buying is a very common consumer behavior and has been studied for more than 70 years.In recent years,due to technical progress and the change of consumption idea,impulse buying is very common in our country which shown the significance to research impulsive buying behavior.Most of previous research on impulse buying are based on traditional retail shopping environment,and almost of them are belonged to the" before purchase behavior".Only few researchers has studied the " post purchase behavior" of the online impulse buying behavior.From the shopping website point of view,they should not only pay attention to the factors can stimulate consumer impulse buying behavior,but also to take the behavior or attitude of impulsive post purchase into consideration,especially the level of satisfaction.Because the level of consumer satisfaction was regarded as the determinants factor that could increase customer retention and customer loyalty.By improving customer satisfaction can realize company profit and raise the market rate.The consumer satisfaction is especially important to online stores,because the level of consumer satisfaction will determine the consumer's review to the shopping website and product,and the rate of positive comments is the most crucial factor to the existence of the online stores.Therefore the thesis chose the post-impulsive buying satisfaction as the research perspective and in-depth studied the individual characters how to affect the consumer's online impulse buying,and how the online impulse buying affect the consumer satisfaction through disconfirmation.Meanwhile the paper also analyzed the regulatory effect of consumers' social comparison orientation.The research showed that online impulse buying has negative effects on disconfirmation and consumer satisfaction.The moderating effect of consumers' social comparison orientation between online impulse buying behavior and disconfirmation is verified.Disconfirmation is verified as a mediating variable between the online impulse buying and consumer satisfaction.Finally,hoping this essay could provide some meaningful advices for shopping website and online stores.