An Empirical Analysis On The Influence Of Material Situation On Consumers' Online Impulse Buying Behavior

The rapid rise and popularity of the e-commerce model based on information technology has greatly changed people's consumption behavior.The online 24-hour uninterrupted buying environment has led to a significant increase in online purchases and inevitably contributed to the explosion of impulsive purchases.According to the data,about 40% of online purchases are from impulse purchases.One of the most common situations in people's daily lives is impulsive buying,which expands the traditional retail trading environment into an e-commerce environment and even sets off an unprecedented craze.Experts and scholars in the disciplines of psychology and marketing analyze the impulsive buying behavior of consumers in the traditional retail environment by product characteristics,context and individual characteristics.However,the impact of consumer online impulse purchases,especially material situations on impulsive purchases has not received the attention of experts,scholars and the community.Based on the existing research,this paper analyzes and discusses the consumption situation,positive emotions and impulsive purchase behaviors,and constructs research models and assumptions between network material situations,positive emotions and consumer impulse purchase behaviors.This paper reviewed and analysed the impact of material situation on consumers' online impulse buying behavior,and the mediating role of positive emotions is further explored.Based on this,this paper starts with the mature scale when designing the questionnaire,collecting various information data by questionnaire method,analyzing the data through statistical SmartPLS 3.0 software,and verifies the hypothesis relationship between different variables.According to the statistics of the data,the four dimensions of network material situation selected(visual appeal,website design,price discount and website security)will positively affect positive emotions.Among them,website design and price discount have more positive impact on consumers;Positive emotions have a positive impact on consumer impulse purchases;In addition,positive emotions play an intermediary role in network material situations andconsumer impulse buying behavior.Finally,this paper relies on the results of data analysis and further discusses are conducted in depth.According to the actual situation,it provides scientific and reasonable marketing management measures and suggestions for online retailers,which plays an important practical guiding significance for helping relevant enterprises to carry out marketing activities and improve performance through the creation of online material situation.