Product Characteristics And Online Impulse Buying

In this article,the information characteristic and the grade of the product are as two dimensions of product characteristics,and all the products are divided into six types.This paper will research the differences of online imp ulse buying caused by these six types of products.In addition,the promotion methods will moderate online impulse buying caused by products.Using empirical study,we confirm that impulse buying caused by different information characteristics of the product have difference;For different class of products,promotion makes different contribution of regulating;For the products interacted with different information characteristics and different class,promotion moderate online impulse buying significantly,a nd the adjusting effect is different.Practical significance of this paper is that vendors should determine the appropriate incentives according to product own attributes.