A Study On The Relationships Between Online-Store Image And The Impulse Buying Intention

With the rapid development of Internet as well as the gradual maturity of Electronic Commerce technology, there is great demand on online retail market for Netizen, what's more, more and more consumers are used to the way of online-shopping. Because of the low barrier to enter into the online-store which is determined by Internet characteristic, and the low reconnaissance cost and metastasis cost for consumer, the competition between online-stores is very fierce. If the online retailers want to win the market share belonging to them under the gradually fierce competition, they must lay stress on building their unique online-store image, so as to advance customers' purchase rate. Furthermore, with consumers' concept change, the behavior of impulse buying is bought occupies considerably highly in online-shopping, the urgent problem that face to online retailers is how to figure a good online-store image to stimulate consumers' buying behavior.This study analyzes factors which affect the consumers' impulse buying from the online-store image view, and how customers' emotion states influence impulse buying intention. Besides, the form of customers' emotion states are influenced by the involvement of product, therefore, we will study the influence of product involvement. At the same time, simultaneously also analyzes the differences in each research variable among different consumer background and puts forward feasible proposal for the retailers. The main conclusions of this study are as follows: Online-store image consists of four dimensions: website technology factor, commodity value, convenience, security and private matters; Four dimensions of online-store image are relevant to partial of emotion states; Emotion states have remarkable effect on impulse buying intention; Product involvement is a moderator during the effect of online-store image toward emotion states; Consumers with different characteristics perceive differently on online-store image, emotion states and impulse buying.At last, with the combination of present Chinese online-shopping market, according to conclusions of this study, we propose several marketing suggestions in order to guide the online retailers in their operations.