A Study On The Influencing Factors Of Network Community On Consumer's Impulsive Purchasing Behavior

Impulsive buying is a common consumer behavior in the consumer group,scholars at home and abroad have study it for more than 70 years.In the earlyt 1940 s,the topic is first proposed by DuPont researchers,who point out that impulsive buying refers to the behavior of consumers who did not plan to buy certain goods before entering the shopping environment,but finally buy them.Especially with the progess of the times and the development of science and technology,Internet shopping is becoming main stream.Consumers are no longer subject to geographical and time constraints,they can browse a large number of goods at any time and anywhere,and understand many details of the goods,which also promotes impulsive buying behavior on the Internet.At the same time,some scholars have shifted their research focus from offline to online and achieved excellent results,which further enriched the research content of impulsive buying behavior.Looking at the existing research literature,we can find that there are still some deficiencies in the research on the influencing factors of consumers' impulsive buying behavior by scholars at home and abroad.For example,most of the research contents are mainly focused on the individual characteristics of consumers,social environment,marketing incentives,perceptual situations and other fields.Few people study the causes of consumers' impulsive buying from the perspective of online community.Stimulating users' consumption is the original intention of socialized commerce.At present,it is an important opportunity for enterprises to make use of the interaction generated by the network community and the pluralistic interpersonal network in the community to promote their products and obtain more profits.By tapping and enlarging the invisible demand of the members of the community for products and services,they can better play the commercial value brought by the community.In order to explore the influence mechanism of Internet community on impulsive buying behavior in the internet,Firstly,this paper combs and summarizes the relevant literature on impulsive buying behavior and online community,and based on the S-O-R model proposed by Mehrabian & Rusell as the theoretical basis,puts forward the relevant research hypothesis and theoretical model of this paper: network community as an environmental stimulus(S),consumer's psychological response as an organism response(O),impulsive buying as a behavioral response(R).And the product involvement degree is taken as a moderating variable to explore the influence of trust,interaction and identity of online community on consumers' impulsive buying behavior.The data were collected by the way of issuing questionnaires on the questionnaire star website.Then the relevant empirical analysis and hypothesis test were carried out through SPSS22.0 and AMOS22.0 statistical analysis software,including descriptive analysis,reliability and validity analysis,correlation analysis,regression analysis and path analysis.Empirical analysis shows that trust,interaction and identity of online communities have a significant positive impact on consumers' cognitive and emotional psychological reactions.Consumers' positive cognitive and emotional psychological reactions have a significant role in promoting their impulsive purchasing behavior,while product involvement plays a certain inhibitory role before consumers' impulsive purchasing behavior occurs.The relevant hypotheses of this study are all valid.According to the above research results,this paper analyses how the network community affects consumers' impulsive purchase,and provides reference and marketing suggestions for enterprises to find and use the network community to disseminate product knowledge and promote consumers' purchase.