Research On Online Impulse Post-purchase Satisfaction Based On Consumer Personality Traits

In recent years,because of the rapid economic development,the emergence of emerging technologies,the widespread use of the Internet,the vigorous development of e-commerce,online impulse buying behavior become a more and more common behavior.Many e-commerce festival activities aggravated the occurrence of this behavior,such as“Double eleven”,“Double twelve”,“12.8^th Anniversary Celebration day of Vipshop”and“Jingdong6.18^th Celebration Day”.The transaction data in“Double eleven”was broken through year after year.However,there are serious hidden dangers behind the phenomenon of prosperity,the issue of returning back goods is worrying.Uncertain behavior after consumer impulse purchase not only affecting the benefits of consumers,businesses,e-commerce platforms and other organizations and people,but also prompting the entire e-commerce market to develop toward an unhealthy direction.Therefore,it is a great significance to study online impulsive buying behavior.Scholars have studied this phenomenon for more than 70 years.Looking at existing academic research,a lot of impulsive buying behavior'research mainly focuses on some issues,such as factors that trigger impulsive buying behavior,mainly on“pre-purchase behavior”research,and on the basis of offline traditional retailers.These kind of studies accounted for the vast majority.From the perspective of enterprises,it is not only necessary to pay attention to which factors will stimulate or how to stimulate consumers to generate impulsive buying behavior,but also consider the behavior or attitude of consumers after impulsive buying,especially the consumer satisfaction after the impulse buying.Because consumer satisfaction is seen as a decisive factor in improving customer retention and fostering customer loyalty.And the company can achieve corporate operating income,increase profits and market share by improving customer satisfaction.However,the research on impulsive buying behavior was relatively insufficient in this field which focus on“post-purchase”.Therefore,in order to expand the research on"post-purchase"in the impulse buying,this article takes the consumer's impulse purchase satisfaction as the angle of view,and deeply discusses the factors that influence the consumer satisfaction after online impulse purchase.The personality traits of consumers have a significant impact on online impulse buying and the pattern of his brain tackle with information is different from normal buying's when someone make impulse buying,different product types show different types of product information.Therefore,this paper chooses to explore the impact of consumer personality traits influence consumer satisfaction after online impulse purchase and the product type is introduced as a regulator variable,so that we can get an in-depth understanding on customer satisfaction after online impulse buying.In order to make a good research,first of all,this article reviews the relevant literature in the field of impulse buying and online impulse buying,and determines the research perspective,research purpose and research questions of this article.Secondly,this paper makes a theoretical analysis based on research questions and research purpose.Through the analysis of personality traits and impulsive buying,combined with previous research results,according to attribution theory,we build the research model by using self-construal,regulatory focus,impulsive purchase tendency,product type,consumer satisfaction as a variable and then put forward research hypotheses.Finally,questionnaires was designed by using contextual simulation method and questionnaire method was used to collect valid data for empirical analysis.The result shows independent self-construal,promotion focus,impulsive buying tendency have a positive impact on consumer satisfaction after impulse buying,and interdependent self-construal and prevention focus have a negative impact on consumer satisfaction after impulse buying.Product type have a moderating effect on the relationship between self-construal and customer satisfaction after impulse buying and the relationship between regulatory focus and customer satisfaction after impulse buying.In the specific multi-group adjustment analysis,we found that the product type doesn't regulate the relationship between independent self-construal and customer satisfaction after impulse buying;The product type doesn't regulate the relationship between the impulse buying tendency and the consumer satisfaction after online impulse buying.These conclusions provides an important theoretical basis and pratical advices to companies when they make marketing strategies to maintain consumer experience and consumer loyalty.Because of these conclusions,consumer also can learn about their own personality traits,control their own impulse rationally and buy the goods they really want.To a certain extent,these conclusions extend the theoretical research of online impulse buying.