Research On The Attribution Of Customer Behavioral Response After Online Impulse Buying

The popularity of the Internet has prompted more and more consumers to choose Internet channels for shopping.Online impulse buying is widespread.However,impulse buying is a kind of purchase action that lacks rational thinking.During the purchase process,customers are easy to have cognitive dissonance,leading customer often return goods.Therefore,the behavior of customers after impulse buying has attracted more and more attention in academia.However,the study of customers' online impulse buying behavior is mainly focused on the generation and coping strategies of post purchase emotion,and lacks the understanding of the real behavior response after the impulse buying.After crazy impulse buying,customers return to rational state,think why they produce impulse buying and may affect future behavior decision.Explaining the irrational behavior of online impulse buying in a rational perspective can excavate the real psychological activity of the customer.Attribution theory is the rational thinking process to explain people's behavior results,so on the basis of reviewing and summarizing the existing research,this paper constructs the attribution model of customer behavior response after online impulse purchase.Based on the Weiner attribution theory,this study reveals the customers' behavioral response after the online impulse purchase,and analyzes the customer's rational attribution of the behavior after the purchase of online impulse buying behavior,which brings different post purchase evaluation: satisfaction evaluation,regret evaluation,and studied which factors will influnce repurchase behavior and reimpulse buying behavior.Through 528 valid questionnaires verify the hypotheses and structural equation models.Using the statistical analysis software of SPSS and the AMOS analyse the effective data obtained,including the descriptive statistical analysis,reliability analysis,correlation analysis,confirmatory factor analysis and structural equation model analysis.The following conclusions are drawn: the higher impulse in the process of customer shopping,customer attributed to the internal and uncontrollable is more stronger,leading to the lower customer's satisfaction and the higher regret degree.The satisfaction evaluation and regret evaluation is a pair of reverse variables.In addition,the satisfaction evaluation is positively affecting the customer's repeated purchase behavior,and the customer's repeated purchase will stimulate the customer's repulsivepurchase,the repulsive purchase is also affected by the last impulse buying behavior.This study explores the relationship mechanism between the last online impulse buying behavior and the repurchase behavior through the Weiner attribution theory,which not only enriches the related knowledge of the online impulse consumption behavior,but also provides the important theoretical support and countermeasures for the web platform enterprises to maintain the customer's continuous impulse consumption and how the network shop owners win the loyal customers.