The Research On The Influence Of Online Demarketing On Consumers The Willingness Of Impulse Purchase

With the development of society and the progress of science and technology,online shopping is becoming more and more popular.Online shopping can save consumers' time,so that consumers can buy anytime and anywhere.And in recent years the consumer online driver market is more and more mature,residents' income for spending has increased significantly.At the same time the researchers found that compared to traditional shopping model,the convenience of online shopping is more likely to stimulate the consumer's impulse to buy.Accompanied by the consumer group is bigger than before and the enhance of the purchase ability,new consumption hot spots has formed gradually.At the same time the broad market prospects also make the competition between the network business more and more intense.In order to gain more market share in the competition,network businesses launched a variety of promotional activities.,In order to attract more consumers by appropriate restrictive marketing.Therefore,the impact of restrictive marketing on consumer impulse buying intention is a worthy subject.In recent years,there has been little research on restrictive marketing to consumers' online impulse buying intentions.The research on impulse purchase intention is mainly focused on its characteristics,meaning and its influencing factors.There is little research on the combination of consumer online consumption and impulse to buy,and empirical research is lacking too.Therefore,the research aims at the consumers,on the basis of summing up previous studies,make the traditional impulse to buy the research framework applied to online shopping,combined with the characteristics of restrictive marketing,put foward the research model of this study.Trying to study the value of consumer 's emotional perception,put forward the role of restrictive marketing to co nsumers' online impulse purchase intention,provide advice and guidance on the practical use of restrictive marketing.This article discussest he background and significance,research purpose and content,research methods and technical route of the study o f restrictive marketing to consumer impulse purchase intention in the scene of online shopping.Review and summarize the relevant literature in the field of online impulse buying.This study is based on the previous theoretical research on the value of emotional perception,constructs the relationship model between restrictive marketing and consumer impulse purchase intention,introduct the emotional perception of the value as an intermediary variable,the discount strength as a regulatory variable.Finally,based on the regression analysis results of the restrictive marketing survey data,verify the hypothesis and correct the model.Research indicates that there is a positive positive relationship between restrictive marketing and online impulse buying inte nt,emotional perceived value plays a significant mediating role between restrictive marketing and online impulse buying intentions.Based on the conclusion of empirical research,this study provides some suggestions for the online marketing strategy of on line merchants.At the same time,the limitations of this research and the future research direction are discussed.