A Study On Contemporary College Students' Impulsive Buying Behavior Online Based On The View Of Customer Experience

According to the news released by CNNIC,till the end of 2016,shopping users online in China have reached to 467 million,which accounts for 63.8%in the proportion of Internet users,and till the end of 2015,the whole country's yearly retail turnover had run up to 38,800 trillion,which was equivalent to the proportion of 12.9%in all retail sales.Based on such a great background of the rapid developing in online shopping,the customers' shopping behavior has already become the focus of research today,and this paper will take impulsive buying behavior online as research target.Impulsive buying behavior online is a kind of unplanned purchase behavior triggered by external stimulus,such as marketing activities.From a new research perspective,this paper attempts to explore the impact factor of customer experience and then get a deeper understanding of impulse buying behavior.Based on the existing theories,this research selects "Internet using skills","perceived usefulness","trust","beauty" and "perceived benefits" as the reasonable variables which influence the customer experience directly and choose "online impulse buying behavior" as the result variable at the same time.That's to say,we will build a theory model that takes the "customer experience" as the intervening variable and then collect survey data to verify the model by the analysis tool SEM.The research results shows that the variable "beauty" and "trust" directly affect the customer experience and the beauty's positive effect is very significant."perceived benefit" and "customer experience" directly affect the impulse buying behavior,and the effect is positive and significant.Consumers" Internet using skills "will affect the consumers' perceived usefulness"in a great degree and the "perceived usefulness" will further influence the customers' "perceived benefit".To sum up the research results,this paper point out that the website platform should see the showing of beauty and creating profit for customer as their primary goals.Only the website developers provide more visual shocks and tangible benefits continually,can they form their own core competitiveness and stand out.