Research On The Psychological Mechanism Of Consumer Impulse Buying Intention In Online Flash Sale

Now, the electronic commerce development of our country is very rapid, with the online shopping population continues to expand, the space of domestic electronic commerce will be more and more large. Compared with the general network shopping, flash sale pay more attention to the marketing strategies like deep discount, time limited and number limited. Then flash sale combines the marketing strategies to make a new online shopping model. And this model is more attractive to consumers, causes impulse buying behavior of consumer more easily.Research on impulse buying started as early as 60 years ago, then many domestic and foreign scholars have done a lot of research on impulse buying, but they generally concentrated on the traditional store and ordinary shopping mode. But few scholars have researched impulse buying intention and psychological mechanism of the flash sale mode. On the basis of domestic and foreign literature, applied the framework of impulse buying intention in the online shopping to flash sale, which is a kind of special mode. Consumers affected by different marketing stimulation, resulting in emotional responses which is a mediating variable and ultimately resulting in impulse buying intention. Divided marketing stimulation which influence the impulse buying intention in flash sale into three factors: time-limited, number-limited and discount. And divided individual characteristics into two factors: impulse buying traits and self-control ability. The results show that: impulse buying traits and five factors are positively correlated with emotional responses and impulse buying intention, except for the factor of planning; self-control ability is negatively correlated with emotional responses and impulse buying intention; emotional reaction responses and impulse buying intention is positively correlated; under different marketing stimulation different consumers have significantly different levels of impulse buying intention.Finally, through discussing the psychological mechanism of consumer impulse buying, this study offer proposals and marketing strategies to online retailers. Different marketing strategies make different function, through comparing the different strategies makes it clear that electric business should be focused on what marketing strategies, and then improve their competitive position in the market.