The Impact Of E-service Quality On Consumer's Online Impulse Purchasing Intention

With the rapid development of Chinese economy and the widespread popularity of the Internet,shopping online has become an important choice for consumers to buy goods.Impulse purchasing accounts for a sizeable proportion in consumer's purchasing behavior,and businesses have also been committed to promoting consumer's impulse purchasing.Scholars who study on the factors of consumer's impulse purchasing shift their focal points gradually from the product to the consumer's personal qualities,and then focus on the marketing factors and so on.Among them,the impact of e-service is becoming more and more important.In this research,the writer explores the impact of e-service quality's different dimensions on consumer's impulse purchasing intention,and then provide marketing management recommendations for businesses.Therefore,this research has both theoretical significances and practical significances.First of all,the thesis makes a literature review on impulse purchasing,e-service quality,perceived value and anticipated regret,and puts forward the research ideas on this basis.And then the thesis proposes the research model on the basis of SOR theory and CIFE framework model.In this research,e-service quality is the independent variable,perceived value is the mediating variable,and anticipated regret is the moderator variable.The thesis focuses on the relationship between e-service quality,perceived value and consumer's online impulse purchasing intention.Finally,the writer collects 394 valid samples in this thesis,dealing the survey's data with the help of SPSS21.0 and Amos21.0,and then verifies the hypothesis.The results of this empirical research show that,(1)different dimensions of e-service quality have different influence on consumer's online impulse purchasing intention.Reliability and personalization have positive impact on consumer's online impulse purchasing intention;(2)three dimensions of e-service quality-reliability,responsiveness and personalization all have positive impact on consumer's perceived value;(3)perceived value has a significant positive impact on consumer's online impulse purchasing intention;(4)perceived value plays a medium role betweene-service quality and online impulse purchasing intention;(5)the moderating effect of the anticipated regret concerning on perceived value and impulse purchasing intention is not significant.Based on the above conclusions,the writer provides several suggestions for the businesses to promote the impulse purchasing intention of consumers in this thesis.Finally,the thesis puts forward the shortcomings of this research and the prospects of the further research in the future.