An Empirical Study On Customers' Impulse Buying Behavior In Online Festival Scene

According to CNNIC's 39 th report,till Dec 2016,Internet user in China has reach 731 billion.With the rapid development of information technology and the accelerated pace of life,customers are interested in shopping online.The 21 st century is the era of scene,and the future business environment will be set up by the scene.The environment,which internet enterprises faced has also transformed the experience of offline environment into the perception of online scene.Hence,more and more enterprises begin trying to build online festivals and implement marketing strategies to improve performance.For example,since the Taobao “11th Nov.” shopping carnival was created in 2009,the sales amount has increased by more than 1000 billion.Online impulse buying behavior has become a focus and hot issue,which business and academic study the consumer behavior.In current related studies,researchers mainly stand at the point of traditional research frameworks,in order to explore the definition,environment factors and mechanism of online impulse buying behavior,and highlight that the role of website attributes as stimuli can not be ignored.However,facing the deep impact on increasingly innovative online scene on consumer behavior,there is few academic research studied the relationship between website stimuli and impulse buying behavior from the perspective of social presence.Thus,this paper has explored the factors affecting consumers' impulse buying behavior in online festival scene,and studied the effects of site presence and website promotion on consumers' impulse buying behavior based on emotional response perspective.Through literature review,we can learn that site presence and website promotion,as festival and environmental stimulating factors,have an impact on consumers' online impulse buying behavior.The thesis,by way of the mature environment psychology science paradigm of “Stimulus-Organism-Reaction” and theories of impulse buying behavior and social presence,builds the mechanism of consumers' impulse buying behavior,which is “online environment stimulus(antecedent variable)– mood(intervening variable)–impulse buying behavior(outcome variable)”.Based on empirical research paradigm,we also constructed measurement index of site presence,website promotion,mood and impulse buying behavior.We quantified to data to verify the influence of site presence,website promotion,mood to impulse buying behavior.From the sample of 347 college students,using SPSS 22.0 software,by correlation analysis and regression analysis,the following conclusion are made.First,site presence and website promotion both have positive effect on impulse buying behavior in online festival scene.Second,in online festival scene,site presence and website promotion both have positive effect on pleasure and awakening.Third,pleasure and awakening have positive effect on impulse buying behavior in online festival scene.Four,in online festival scene,pleasure as intermediary variables partially mediated the relationship between site presence and impulse buying behavior.Five,pleasure as intermediary variables partially mediated the relationship between website promotion and impulse buying behavior in online festival scene.In fact,empirical studies have proved that,online festival promotions have a significant impact on internet companies' marketing performance,and consumers' perceived website presence has a direct impact on their online experience.This paper,using the website presence for impulse buying behavior,complements the research of social presence in the field of marketing,enriches and expands the related research of consumer behavior,as well as provide a new perspective for companies to effectively improve marketing performance and enhance customer online experience.This paper has an important practical significance for the internet marketing practice of internet enterprises.