The Research On Emotion Of Post-impulsive Buying Online

The earliest study of impulsive buying began in 1940,when DuPont defined impulsive purchases as "unplanned purchases." The study of impulsive buying has been endured over the past 70 years,especially with the rise of online shopping,consumers in the network environment is more prone to impulsive buying behavior.Further study focused on the topic of online impulse consumption.Firstly we reviewed the relevant literatures and that the research on impulsive buying behavior is mainly focused on the traditional offline environment,especially in the empirical research,but rarely explored the psychological reaction after the purchase.Past research focused on the influence of a single emotion,such as pleasure or negative emotions,but less research on mixed emotions.The emotions studied in this paper are mixed with multiple emotions at a particular point.After combing the relevant literature,the research model of this paper is constructed and the related hypothesis is put forward.To study how the online impulse buying affect the consumer’s four dimensions of the emotion,and whether the network platform has a reference group(with/without purchase comments),consumer locus of control(internal/external personality pattern).And then through the experimental design,collecting the sample data of college students,we collected 285 valid questionnaires and proved research hypothesis.Based on this paper draws the following conclusions:1.Whether the online impulse purchase line has a significant impact on the emotional response.2.Whether the platform has a reference group(with/without purchase reviews),consumer psychological control(internal/external personality pattern)for the mood has a significant regulatory role.This paper makes a supplement to the blank field of impulsive purchase behavior in the network environment,and provides more theoretical suggestions for the enterprises to formulate the network marketing scheme and the post-purchase emotional management.