Research On Post-purchase Word-of-month Behavior Of Online Impulse Purchase

As a common consumer behavior,impulsive purchase behavior has attracted the attention of many scholars.However,most of the research focuses on the pre-purchase stage.The research in the post-purchase stage is mostly focused on consumer sentiment and satisfaction.Few scholars extend it to the level of "word-of-mouth behavior",specializing in special scenarios of online impulsive buying behavior.Less.Therefore,this paper explores the post-purchase word-of-mouth behavior of online impulsive purchases,its influencing factors,and emotional changes,which have certain theoretical and practical significance.This paper takes the post-purchase word-of-mouth behavior of consumer online impulsive purchase as the research object,combines the research results of consumer psychology and consumer behavior,and divides the post-purchase stage of online impulsive purchase into two stages.This paper uses Python and Tableau to conduct qualitative text analysis on online reviews,and then combines the theory of SOR model to propose the theoretical framework of this paper.The data is obtained through the scenario questionnaire and analyzed and verified by SPSS and AMOS.The main conclusions of this study are as follows.:(1)After the consumer's online impulsive purchase behavior,consumers' positive sensitivity to discounts and online service attitudes have a positive impact on their emotional pleasure and arousal until they formally receive the product.Consumer sentiment is a mediator variable that influences whether or not to spread word of mouth.Among them,arousing emotions has a positive impact on consumers' word-of-mouth communication behavior.(2)After the consumer's online impulsive purchase behavior,before the official receipt of the product,the consumer's word-of-mouth communication characteristics and online product discounts have a positive impact on consumer sentiment,but the verification is not passed.The arousal dimension has a positive impact on consumer word-of-mouth communication behavior and has not been verified.(3)After the consumer's impulse purchase and actual receipt of the purchased product,the consumer's word-of-mouth communication characteristics,the added value of the purchased product and the after-sales service remedy will have a positive impact on consumer sentiment.Consumer sentiment plays a mediating role in this research model.Emotional pleasure and arousal both dimensions have a positive impact on consumer word-of-mouth communication behavior.