| With more and more consumers take impulsive purchasing behavior, the study of impulsive purchase also has become an important problem cannot be ignored. In fact, the impulsive purchase behavior is a kind of spontaneous shopping behavior for consumers. Consumers to produce cognitive and positive feelings by environmental stimuli in the process of shopping. Eventually,this feelings led to the consumer’s impulsive purchase behavior. This awareness and positive mood is consumers’ subjective perception value. So research on customer perceived value under the network situation and the relationship between the impulse purchase intention can help explain compulsive shopping behavior of consumers.From the point of view of enterprise, to attract consumers to buy and to gain profits is fundamental to the survival of enterprises. So the customer perceived value under the network environment of the relationship between different dimensions and impulse buying intention is critical to the success of enterprises. Ever though there are also some scholars believe that customer’s impulsive purchase intention between perceived value and there exists a certain correlation. But they use theory summarizing method considered both correlation, and there are few scholars using empirical analysis method to validate. Theory of customer perceived value to the traditional shopping environment research has been very mature. The Internet as a new industry, more and more young people tend to online shopping. The proportion of impulsive purchase under the network environment are also gradually rise. The current study’s about impulsive purchase behavior theory are from environmental factor to study. Rarely from the perspective of consumer oneself to study impulsive purchase behavior observation is how to happen. So in order to help online shop to better understand the value of what customers value, in view of the consumer preferences for network store layout, formulate relevant targeted marketing strategies such as pricing. This article uses the empirical analysis from the perspective of the consumer research customer perceived value under the network environment to the influence of impulsive purchase intention. And studies the network situation, the relationship between customer perceived value, trust and the impulse purchase intention. And through trust empirical analysis to study the customer perceived value (the result value, the procedural value and emotional value) how to affect this impulse purchase intention. In the network context, build the customer perceived value to research on the effects of impulsive purchase intention model, and study the intermediary role of trust in both. Through the empirical analysis, this article research conclusion is as follows:Customer perceived value under the network situation directly influence on impulse purchase intention, trust can be in the customer perceived value and play a role of intermediary between impulse purchase intention; the results value through the intermediary role of trust to influence impulse purchase intention; The procedural value can directly impact on the impulsive purchase intention; The emotional value directly on the impulsive purchase intention have a significant impact. Based on the above research conclusion, this paper provides some management Suggestions for site operators. It for electricity network has a certain practical significance and can help electricity enterprises better understand the consumer, for the enterprise to provide theoretical basis and reference for relevant marketing strategies. |
