A Study On The Influencing Factors Of Female Consumer Impulse Buying On "Double 11" Online Shopping Carniva

With the continuous development of information technology and e-commerce,online shopping has become another form of consumption."Double 11” online shopping carnival first created by Alibaba Group’s Taobao in 2009 has become an important marketing phenomenon in China’s e-commerce field.The turnover of the Taobao "Double 11" online shopping carnival of each year is also rising,creating a marketing myth one after another.There are reports that women in the online shopping process is often more prone to impulse buying.Most of the consumers participated in even addicted to online shopping are female.At present,the study of impulse buying of female consumers on “Double 11” online shopping carnival is rare and not in-depth.The study of the Influencing Factors of female consumer impulse buying on “Double 11” online shopping carnival is undoubtedly one of the interesting topics in e-commerce marketing in China’s market environment.Based on the existing research,this research studies the impulse buying behavior and its influencing factors of female consumers in the specific situation “Double 11” online shopping carnival,and carries on the empirical analysis.Empirical analysis found that:(1)The Influencing Factors of female consumer impulse buying on "Double 11" online shopping carnival are price discount and time-limited panic buying promotions,consumer impulse characteristics,popular involvement,commodity prices,following the public consumption psychology.The ranking importance of these influencing factors is consumer impulse characteristics,following the public consumption psychology,popular involvement,commodity prices,price discount and time-limited panic buying promotions;(2)The impact of commodity prices,price discounts and time-limited panic buying promotions on female impulse buying on “Double 11” online shopping carnival behavior has declined;(3)Graphic presentation,transaction records,shopping pleasure,others comments and online shop reputation has no effect on impulse buying of female consumers on "Double 11" online shopping carnival.This paper also discusses the practical significance of understanding of female consumers’ impulse buying behavior and its influencing factors,provides the management implication for the firm carried network marketing,deepens and expands the existing theory.