Research On The Influence Of Visual Marketing On Consumer Impulse Buying Intention In Shopping Network

In the 21 st century is considered to be the Internet age,the rapid development of network technology and the quickening pace of life makes people more keen on shopping online,the Internet enterprise environment is facing from the traditional offline environment of on-site experience sensory feelings into the online environment.In 2017,China's online retail sales are about 7.18 trillion,accounting for 19.6% of the total retail sales of consumer goods nationwide.How to stand out among the numerous shopping websites and attract consumers has become a problem that Internet enterprises need to think about.Visual merchandising(Visual merchandising)is a kind of marketing method,and it is a Visual experience to promote the sales of goods and establish brand image through Visual stimulation.Visual marketing "this concept,was first put forward in the apparel industry to be formally,with the development of the times,the popularity of online shopping,visual marketing should not only reflected in the stores in real life,more should be spread to the virtual network shopping platform.In the network shopping,the use of color,graphics,web design layout,product introduction,advertising and a series of elements bring visitors to the sensory stimuli and enjoy,attract attention,to deepen,so that visitors into customers,transaction,that is the value of visual marketing.The visual marketing of shopping is mainly reflected in two aspects: visual elements(color,image and design layout)and information elements(product introduction,advertisement).Network's impulsive purchase intention refers to the motivation,because there is a demand in shopping website browse products by some kind of stimulation and sudden,immediate,ignoring the future consequences of purchasing desire.This process involves consumers' own emotional reactions and psychological cognition,which leads to impulse buying intention.At present,there is less research on the relationship between visual marketing and impulse buying intention from the perspective of visual marketing in shopping.Based on this,this paper discusses the influence of visual elements and information elements on impulse buying in the visual marketing of shopping.Paper on the basis of mature "stimulus-the body-response" environmental psychology research paradigm,and how to use the theory of impulsive purchase and visual marketing theory to build the impulsive purchase intention of online consumers influence mechanism model,namely "visual marketing stimulation(antecedent)-emotional impulsive purchase intention(intermediary variable)-variables(results)",and based on the empirical research paradigm,build the visual elements,information elements,such as emotions and impulsive purchase intention construct measure,through the quantitative survey data,to verify the network shopping,the influence mechanism of the visual marketing to consumer impulse buying.The research has created a favorable environment for Internet enterprises to effectively improve the performance of Internet marketing and enhance the visual experience of customers 'online shopping.It also provides a reference value for enterprises to carry out online marketing.