| Currently, online shopping has become a indispensable consumption pattern for consumers. According to China’s online shopping market research report that published by CNNIC in 2013, online shopping users reach 3.02 hundred million in China in the year, and the total transaction amount reach as high as 1.85 trillion yuan, the sales of Tmall flagship store belongs to Taobao reach 571.12 billion yuan in the day of double-eleven in 2014. In this context, the shopping behavior of consumers under the online shopping environment was studied from a impulse buying perspective in this paper. Based on the M-R model, the online shopping situation factors are regarded as stimulants for triggering emotional responses from consumers, then encourage the consumers to buy the products. The situation factors of impulse buying include visuality, economy, reference, available time and available money in this paper, the emotion is divided into joviality and awakening two dimensionality based on the PA model. By means of investigation questionnaires and data processing by SPSS18 software, it is discovered that the economy, reference, available time and available money of online shopping have the forward influence on consumer’s pleasant mood, the visuality, economy, reference, available time of online shopping have the forward influence on consumer’s awaken emotion, the pleasant mood and the awaken emotion have the forward influence on consumer’s impulse buying. However, the visuality of online shopping have no influence on consumer’s pleasant mood, the available money of online shopping have no influence on consumer’s awaken emotion, moreover, emotion played an intermediation role in the relationship between online shopping situation and consumer’s impulse buying. At last, some specific marketing recommendations are proposed based on the research results. The studies in this paper could be useful in helping us to understand the shopping behavior of online consumers, also it has guidance for online retailers. |
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