Empirical Research On The Impulsive Online Buying Behavior Of College Student In Shenyang

With the rapid development of Internet and the popularity of mobile terminal such as mobile phones and pad, Online shopping has been widely accepted as a way of shopping.Now the rapid expansion of network market intensified competition among online stores, Various network product marketing way only to attract consumer impulse buying. For college students whose outlook on life values is not yet fully formed, vulnerable to the temptation of network information such as industry, packaging and then do the impulse buying. The phenomenon of college student’s impulsive shopping already widespread. Due to the history of network consumption is short, the research on impulse online shopping behavior of college students is relatively less, so this paper embarks from the study of factors affecting college student’s impulsive shopping, research the college students impulsive shopping behavior, try to guide the network consumer behavior of college students.This paper firstly define the main factors that influencing college students’ impulsive shopping on the basis of theoretical research. Mainly from two aspects of external factors and the impulse characteristics of college students, study on its influence to impulse purchase intention, then study the effect of impulse purchase intention on impulse buying behavior. Paper thesis research framework and the research hypothesis is presented based on theoretical analysis, And then with reference to the scholars’ mature measurement scale and combined with the network environment factors and college students’ personality designed the questionnaire. This study sampled areas 450 college students in Shenyang, effective recovery of 417. Then using the SPSS17.0 and AMOS20.0 to analyze the questionnaire data and established structural equation. Then research hypotheses are verified through path analysis. Determine the relations and influence degree between influence factors.In this paper, the study found that the promotion and network convenience factors of outside factors influence has significant effects on college students’ online shopping intention of impulse; The impulse of college students online shopping behavior was no significant difference in gender; College students of different degree show the different react to influence factors. The higher education shows the lower level of impulse shopping. By system analyze the impulsive shopping behavior of students, this paper proposed corresponding relevant suggestions, help college students who have impulsive purchase behavior to set up the correct consumption view.