A Study On The Impact Of Positive Internet Word-of-mouth On Consumers' Online Impulse Purchasing Intention

With the rapid development and widespread popularization of Internet economy in China,online shopping has become the main way for consumers to choose and purchase products.With the development of Internet word-of-mouth,it has gradually become the main source of information for consumers' purchasing decisions,and the influence of positive internet word-of-mouth on consumers' purchasing has become increasingly obvious.Especially after strengthening the management of Internet platform and the introduction of e-commerce law,the reference value of positive internet word-of-mouth has been further improved and guaranteed.In addition,in the face of various temptations to buy,consumers' impulse buying behavior is becoming more frequent,extending from physical retail to e-commerce online shopping,and accompanied by many "shopping Festival carnival" activities online,online impulse buying gradually evolved into the consumer behavior that people are accustomed to.Most of the academic studies on online word-of-mouth do not distinguish the bias of word-of-mouth,or are used to discussing it from the perspective of negative network word-of-mouth.There are still few studies specializing in positive network word-of-mouth,and they focus on the study of the front variables of positive network word-of-mouth.However,there is no consensus on its influence and dimension division,and there is a large space for exploration and research.In addition,the research on consumers' impulse buying intention mainly focuses on offline,and more variables such as shop decoration and commodity display are chosen to study,while the related research on the impact of online impulse buying intention is less.In addition,emotional variables are seldom introduced as mediating variables to study the mechanism of word of mouth on purchasing behavior,and lack of in-depth study on the complex relationship between variables,which provides ideas for this paper.Therefore,in view of the increasingly common and frequent online impulse buying behavior of consumers,this paper studies the relationship between positive online word-of-mouth,emotional response and consumers' online impulse buying intention from the perspective of positive online word-of-mouth and introducing emotional response as a mediating variable.Firstly,this paper reviews the relevant research results of positive online word-of-mouth,emotional response and online impulse purchase intention.Based on S-O-R theory,this paper constructs models with positive online WOM,emotional response and online impulse purchase intention as independent variables,mediating variables and dependent variables,and puts forward corresponding hypotheses.The scale is based on the mature scale of previous studies,adapted in combination with the research situation,organized focus group interviews for semantic revision,and revised through pre-survey.In this study,292 questionnaires were collected and 222 questionnaires were validated.The validity rate of the questionnaires reached 76%.After the questionnaire was collected,the data were processed and analyzed by SPSS22.0 software,and the hypothesis of this study was verified.The empirical results show that:(1)Positive online word-of-mouth positively affects consumers' online impulse buying intention.The quantity,quality and visual cues of positive online word-of-mouth will positively affect consumers' online impulse buying intention.(2)Positive internet word-of-mouth positively affects pleasure and activation.(3)Pleasure and activation have significant positive effects on online impulse buying intention.(4)Pleasure mediates the relationship between the quality,quantity,visual cues,reviewer creditworthiness and online impulse buying intention of positive online word-of-mouth;activation has no significant mediating effect on all dimensions of positive online word-of-mouth.Finally,based on the above conclusions,this paper gives some marketing strategies for online retailers and business enterprises to help them carry out online word-of-mouth marketing more efficiently in the future,expand the influence of positive online word-of-mouth,understand consumers' impulse buying psychology,and promote impulse buying behavior.