An Online Impulsive Purchase Research Based On The Perspective Of E-commerce Marketing

Impulse buying holds the very great proportion in the consumer purchase process, all ofconsumers almost have had the impulse buying experience. Domestic and foreign scholarsstudy the impulse buying process from different angles, which focus mostly on the traditionalshopping environment. In fact, with the rapid development of electronic commerce and thepopularization of network shopping, impulse buying behavior in the traditional shoppingmarket are also appeared in the online shopping environment, but there is a few works in ournational and data is lack.The shopping environment in network is completely different from the entity store, sowe should reevaluate the consumer behavior and marketing activities of enterprises in thisspecific Background. Based on the perspective of e-commerce marketing, the marketingfactors triggering impulse buying behavior is devided into three categories: product factors,promotion factors and web site factors. The paper aims to study the formation mechanism ofonline impulse buying in the influence of the three factors.During the study, this paper adopted analytical way combining quantitative identificationwith qualitative analysis to design and send the questionnaire, and collect the relevant data ofconsumer’s compulsive purchase. In the empirical research, the paper mainly used SPSS17.0for statistical analysis, and draws up a series of conclusions form descriptive statisticalanalysis, factor analysis, reliability and validity analysis, and regression analysis.The resultsshowed that the effective use of product strategy, promotion strategy, and web site strategyhad significant effect on impulse buying. Finally, this paper provided electronic businessenterprises with some marketing advice from the three aspects.The article is divided into five parts, which is introduced roughly as follows:The first chapter is introduction. This paper expounds the research background, researchpurpose and research significance, summarizes and evaluates the domestic and internationalinterrelated research, and illustrates the research ideas and research methods.The second chapter is several theories related to impulse purchase behavior. It expoundsthe theories of impulse buying under the traditional business model and the network environment. It also expounds the relevant theories of environmental psychology.The third chapter is the design for empirical study. According to the marketing factorstriggering impulse buying behavior, the paper constructed the theoretical model and putforward the research hypotheses. It also made the definition and measurement for variables.The author finally designed, release and collected questionnaire.The fourth chapter is data analysis, it performed empirical research on the statistic datacollected by questionnaire, in order to verify the hypotheses of the paper.The fifth chapter is the research conclusion and marketing advice. According to theresults of the data analysis, the paper suggested several marketing strategies for electronicbusiness enterprise. Finally, the paper points out the deficiency of this paper and the future ofthis research.