Research On Impulsive Purchase Behavior Of Cosmetics Consumers In An E-commerce Environment

Impulsive purchasing is a very common consumption pattern.Since the 1950 s,Western scholars have paid attention to and studied consumer impulse buying behavior.Over the past decade,with the development of e-commerce and the change of consumer attitudes in China,impulse buying has become more popular both offline and online.The focus of scholars' research has gradually shifted from traditional impulse buying to online impulsive purchasing,with specific research results.However,in the existing literature,there is not much research on online impulse buying.Although some scholars believe that most online consumers have impulsive purchase tendencies and exhibit impulse buying behavior,there are few studies on consumer impulsive purchase behavior concerning online cosmetics in the e-business environment.Therefore,this paper discusses the formation mechanism of the impulsive purchase behavior of online cosmetics consumers,which has some theoretical and practical significance.In this paper,we use the theories of marketing,consumer behavior,consumer psychology and management to review and comment on the existing literature with consumer impulse buying as the research object,and the scope of the study concerns buying online cosmetics.On the basis of investigation and summary,we determined that online health needs,online promotions and online reviews were the main factors stimulating consumers' impulse buying of online cosmetics.In addition,through literature review and in-depth interviews,combined with qualitative and quantitative research and the S-O-R model of environmental psychology,we build a theoretical model of the impulse buying of online cosmetics.We obtain data through questionnaire survey and scenario simulation and use SPSS21.0 and AMOS 21.0 statistical software to analyze the data and draw relevant conclusions.The main conclusions are as follows.(1)Meeting online health needs has a positive significant effect on consumer impulse buying intention.Pleasure and arousal mediate between meeting online health needs and impulsive purchase intentions,which also fits the explanation of the S-O-R model.This finding indicates that consumer sentiment is perceived as a psychological reaction after consumers are stimulated by shopping situational factors in the role of the intermediary variable between the marketing stimulus and the impulsive purchase intention.(2)The impact of online promotion on consumer confidence shows that promotion time restriction has a significant positive impact on consumers' perceived loss,but promotion time restriction has no significant impact on consumers' perceived benefits.At the same time,the researchers also found that the impact of consumer time restrictions on perceived benefit is not significant.This finding shows that there is no direct relationship between the consumer's disposable time and the perceived benefit.Because of the lack of disposable time,consumers' perceived benefit will not increase after a hasty purchase.In addition,the researchers tested the relationship between other variables and found that the consumer time limit has a positive impact on perceived loss.The discount promotion has a positive effect on perceived benefit and perceived loss.(3)We discuss the impact of online reviews on impulsive purchase from four aspects,including the relationship between the main effect variables in the research model,the intermediary role of consumer sentiment,the product involvement and commentator level,and the impulse buying intention and impulsive purchase behavior.The study found that pleasure is a partial mediator between the content of online reviews and consumer impulse buying intention.Arousal has a mediating effect between the commentary validity and consumer impulsive purchase intention.This finding shows that the commentary validity can promote not only consumers' pleasure but also their sense of arousal and then affect their impulse buying intention.Although some research results have been obtained in this study,there are still some limitations.Due to time constraints,this study independently tested the impact of only three marketing stimulus factors(online health needs,online promotions,and online reviews)on consumer impulse buying,and the internal relationship between the three marketing stimulus factors was not explored in depth.This lack of depth is a limitation of this study,and in future research,we can explore this issue in more detail.