Research On The Influence Of Product Variety On Consumer Online Impulse Purchase Intention

The advent of "Internet +" and "Big data" and the convenience of electronic commerce make online shopping more and more popular among consumers.Compared with the traditional shopping channel,online consumers can not only shop without restriction of time and place,but also enjoy lower price,broader range of choices and more shopping convenience.At the same time,the broad prospects of online shopping makes the competition between merchants more and more intense.In order to gain more market share,they use online promotions,discounts and other ways to stimulate consumers' impulse purchase desire.In the process of shopping online,the products offered by the merchants become more and more variety,and it becomes more and more difficult for consumers to make reasonable choices.And online shopping is not only for ourselves,but also for others,such as family members and good friends.Does product variety affect consumer's online impulse purchase intention? What is the mechanism? Is there a difference between shopping objects(self vs.intimate others)? So,this paper explores the mechanism of the impact of product variety on the consumer's online impulse purchase intention and the difference between shopping objects(self vs.intimate others).Then this paper puts forward some practical suggestions for the online merchant or enterprise.This paper mainly discusses the impact of the research of the impact of product variety on the consumer's online impulse purchase intention.On the basis of previous literatures,the paper constructs the relationship model between product diversity and consumer's online impulse purchase intention,and introduces the information processing fluency as the mediate variable,the shopping objects(self vs.intimate others)as the moderate variable.Finally,the research carries on empirical analysis and hypothesis verification based on the survey data.The final results show that product variety has a significant impact on consumers ' online impulse purchase intention,which is a negative effect.The information processing fluency acts as mediate mechanism and there is an significant difference between different shopping objects(self vs.intimate others).