| With the rapid development of online shopping,online impulse buying behavior of consumers has become an important issue.Because of its unlimited space-time,low search cost and convenient shopping,online shopping makes it easy for consumers to have impulse buying behavior w-hen browsing shopping websites.The research shows that the impulse buying tendency of consumers in the network environment is significantly higher than that in the traditional retail environment.With the development of Internet technology and e-commerce,online group buying,as a business model of online shopping,is being favored by more and more businesses and consumers.The product characteristics and situational characteristics of group buying have many incentives for impulse buying tendency,such as price,availability and time pressure.Therefore,as a typical online shopping mode,online group buying enables consumers to make purchasing decisions in a short time,which easily triggers consumers' impulsive purchasing.Compared with traditional online shopping,online group buying has its own characteristics which are different from traditional online shopping.It is of great significance for both businesses and consumers to explore the factors affecting consumers'impulsive buying in online group buying.At the same time,as a way of online shopping,online group buying has the characteristics of consumer social interaction.Group buying itself is a process of gathering consumers'needs.In this process,most of the consumers who participate in online group buying will experience a stage of social interaction and communication.Consumers will be influenced by other members of society who exchange information with them.On the one hand,social interaction based on opinions or preferences is called word of mouth in marketing.Online reviews are the evaluation of goods or services posted by consumers on enterprise websites or third-party network platforms,which belongs to a common form of online word of mouth.On the other hand,social interaction based on behavior is called observational learning in psychology and economics.Previous studies have focused on consumers' planned purchasing behavior.Few papers have empirically studied the impact of social interaction on consumers'impulsive purchasing intention in online group buying.On the basis of previous studies on group buying and impulsive buying,this paper attempts to study the influence of online reviews and observational learning on impulsive buying intention of group buying consumers from the perspective of consumer social interaction by introducing time pressure variables based on SOR(stimulus-organism-response)model.The study found that the number of reviews,the quality of reviews,the validity of reviews and observational learning all have positive effects on consumer perceived value,and perceived value has positive effects on impulsive purchase intention;perceived value plays a mediating role in the relationship between social interaction and consumer impulsive purchase intention;and time pressure has a moderating role in the relationship between perceived value and impulsive purchase intention.This paper introduces the theory of social interaction into the field of online group buying,regards online group buying as a new situation of impulsive purchase intention research,and enriches the research in related fields.The research results can directly provide the basis for the managers of group buying websites and even general e-commerce websites to formulate effective marketing strategies,and help website platform designers and network operators better understand the formation process of consumer impulse buying and the important role of social interaction information,so as to design more effective comment mechanism to improve the quantity and quality of consumer comments published.And the price,by emphasizing the positive observation of learning signals,to strengthen the role of the number of participants on consumer perception,to increase the possibility of purchase. |
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