Research On The Influencing Factors Of Consumer Impluse Buying Willingness In The Situation Of Fresh Electricity

With the rapid development of Internet,online consumers are becoming increasingly large,they begin to buy a wide range of goods through the Internet.More and more consumers want to buy fresh and safe food on the Internet.Therefore,the fresh electricity suppliers has emerged as the times require.It is called the last blue ocean in the field of e-commerce,as well as more and more industries want to invest in the development of fresh electricity suppliers.Currently,research on fresh electricity suppliers is mainly focused on the overall development direction of the industry and the construction and improvement of cold-chain logistics.There is little research on impulsive buying.Research shows that one-third of consumers' shopping decisions are impulse buying decisions.Therefore,this article researches the influencing factors of consumers' impulse purchase willingness in the context of fresh electricity suppliers,hoping to help fresh e-commerce merchants to create a unique online environment and develop attractive business strategies.First of all,this paper describes the research's background and significance and the overseas and domestic research status.Then we studied the concepts and connotations of impulsive buying,fresh electricity suppliers,emotions and so on.On this basis,the study divided the factors which will influence the consumer impulse buying into three categories: product factors(include product price and product quality)and situational factors(include four dimensions:online reviews,graphic presentations,customer service communication processes,and logistics services)and the personality characteristics of consumers(this factors are measured by impulsive tendencies).Based on the theoretical model of environmental psychology,this paper builds a relational model,which takes product factors,contextual factors,and consumer personality characteristics as the pre-variables,by influencing the consumer's emotional response,thus affecting the consumer's online impulse buying intention.Secondly,based on the predecessor's maturity scale,the scale of this paper was designed,and the questionnaires were collected by combining the offline and online survey methods,the data was analyzed and processed using SPSS17.0 and AMOS22.0.The study conducts the exploratory analysis by SPSS,and structural equation model confirmatory factor analysis AMOS to test the model and hypothesis.Through the study of this article,we have found that product dimensions,contextual factors,and individual personality characteristics of consumers all have a positive effect on consumers' impulse buying intention through pleasant emotions and aroused emotions.Finally,we sum up the research conclusions of this paper and point out the limitations of the study.According to the conclusions of this article,fresh food e-commerce companies should establish high-quality brands and increase consumer trust;use group purchases and other promotional activities to stimulate consumers;continue to strengthen the construction of websites and the development of cold-chain logistics transportation;and in the end make use of big data to make a fresh market segmentation,so that it can maintain its own development advantage in the fierce competition.