Research On The Influence Of Website Environment Characteristics On Consumer's Impulse Buying Behavior

Online impulse buying behavior is the consumer demand due to the existence of a motive,browse shopping sites because of the commodity when a stimulus by the sudden and immediate,ignoring future consequences,and desire to buy,the reaction process include consumers themselves emotional reactions and cognitive psychology,triggering impulse buying behavior occurred.When the impulse buying occurs,consumers' reaction is divided into two steps.First,consumers will spontaneously generate impulse buying intention(Rook,1987).This means the impulse buying willingness is triggered by the environment(Beatty and Ferrell,1987),and this process is accompanied by complex,sudden,intolerable state(Piron,1991).Subsequently,the individual will decide whether to take purchase.Therefore,impulse buying is happening in individual purchase behavior after experiencing impulse buying intention(Rook,1987).In fact,Impulse buying behavior research has experienced 65 years,researchers from the shopping motivations,consumer psychology,consumer shopping characteristics and personality traits multiple perspectives to analyze this behavior.With the constant evolution of researcher in-depth analysis and background,the researchers use the environmental psychology(eg.stimulus driving)perspective to analyze consumer impulse buying.The stimulus-organism-response(S-O-R)framework has been repeatedly used to understand merchant is how stimulate consumers' online purchasing behavior.The main premise of this framework is that when individuals are exposed to a stimulus,they will develop certain psychology responses to determine their behavior changes.With the rapid development of internet and smart phones,and the incremental expansion of electronic trading market,the phenomenon of online impulse buying is increasing.By changing the layout of the online store,web browser software,add atmosphere and other factors to stimulate the occurrence of consumer impulse buying.From the perspective of the website environment characteristics,this study will divide the website environment characteristics into interactivity,functionality,visual sex andurity,and by summarizing the existing research models to explore the formation mechanism of the consumers' online impulse buying behavior.This paper adopted the internet questionnaires to explore impulse buying behavior.In the empirical research,the study mainly used SPSS 17.0 for statistical analysis,and draws up a series of conclusions from descriptive statistical analysis,reliability and validity analysis,factor analysis and regression analysis.The result showed that the website environment characteristics of interactivity,functionality,vision,security and enjoyment had a significant impact on impulse buying.Finally,this paper provided some management enlightenment from the research conclusion for online business enterprises.Marketers should balance the interests and the social responsibility,in order to complete the appropriate customer service functions to protect consumers' rights.