| Online shopping is gradually popularized with the rapid development of the Internet.The business transaction in Chinese online retail market has been expanding,and high online retail sales led by kinds of promotion has been a norm.Shopping festival of online retailer is emerging,for example Tmall “double eleven” shopping festival and Jingdong 6·18 anniversary.College students are major consumer group of online shopping.Many college students have impulse buying behavior when they are stimulated by the promotion of online shopping festival.Through interview and literature review,this study focus on the effects of four kinds of promotion during Shopping Festival.They are red envelope/shopping voucher,fulfil-quota promotion,time limit/purchase limit,and freight discount.According to the theory of S-O-R,this study introduces the perceived value as an mediate variable and establishes the research model and research hypothesis.Data is collected by the network questionnaire and analyzed by using SPSS19.0,including descriptive statistical analysis,reliability analysis,validity analysis,correlation analysis and regression analysis.This study finds that red envelope/shopping voucher,full promotion,time limit/purchase limit have a significant positive effect on impulse buying behavior,while freight discount have no significant effect on impulse buying behavior.Perceived value plays a mediating role between red envelope/shopping voucher,full promotion,time limit/purchase limit and impulse buying behavior respectively.At last this study puts forward some suggestions about promotion on online retailer shopping festival. |
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