The Research On Mechanism Of Unregulated Online Buying Behaviors

The popularity of Internet and smart phones,as well as the vigorous development of online shopping market,online shopping is gradually becoming an integral part of people's lives,especially because of its lack of time and space constraints,so it allows more and more people to its The emergence of a strong dependence,regardless of the "buy buy buy" phenomenon is increasingly serious,such as chop hand family,hoard goods,night scouring and so the number of surge,causing a large number of scholars of concern and inquiry.Some foreign scholars believe that this phenomenon is due to the lack of individual self-discipline,and put forward the concept of unregulated online buying behavior(LaRose,2001;LaRose and Eastin;2002).Unfortunately,they did not elaborate on the concept,nor did they conduct specific empirical studies,while domestic research in this area was lagging behind and slow,basically in the blank stage,a large number of blind spots and doubt need to explain,especially in China,such a special environment for the business environment,the need for specific academic issues specific analysis to explain the concept of this theory.Based on the existing data and existing achievements,this study constructs the model based on S(stimulus)-O(organism)-R(reaction)theory and flow experience theory,and discusses and analyzes the formation mechanism of unregulated online buying behavior so as to attract the attention of all circles.Furthermore,the study collected data by questionnaire,collected 206 valid samples,performed partial least squares estimation,analyzed the data and verified the structural model.The results show that website atmospheric cue as a stimulus factor in favor of consumers to produce flow experience,and consumers in the shopping site,the greater the degree of experience,the longer the time consumers browse the Internet,it is easier to make consumers generate unregulated online buying behavior(online impulsive buying and online compulsive buying).But the positive correlation between site navigation and consumer flow experience is not confirmed.At the same time,the study found that consumers' online browsing positively affects their online impulsive buying behavior,and the consumer's impulsive buying behavior can positively affect their network compulsive buying behavior.Finally,this study gives the future research direction.