Research On The Behavior Of Consumers After Online Impulsive Purchase

With the rise of online shopping,online shopping has become an indispensable part of life,but at the same time it also generates many online shopping problems,online impulse buying is one of them,on the one hand,consumers in the short term after the network impulse shopping Will significantly improve their mood,but over time,some consumers experience short-term positive emotions when they turn into negative emotions or directly produce negative emotions,and different coping strategies for negative emotions,but from the impulse purchase of the network to What is the role of negative emotions in a repetitive purchase process?What is the internal mechanism?It is worth exploring.After reviewing previous studies,this paper finds that scholars have studied the relationship between impulsivity and compulsive buying,or the relationship between impulsive buying and compulsive buying.The relationship between negativity and compulsive purchase after impulse purchase was selected.Two kinds of negative self-consciousness emotions were chosen:shyness and guilt.To investigate the behavior of compulsive networks of consumers with different processing strategies after impulsive purchase,impulse control theory was applied.The theoretical and coping theory explores its internal mechanism and analyzes the relationship between the impulsive purchase and the two negative emotions of guilt and shame,and the rnegative self-motivation and repeated purchase intention of two negative emotions,relationship.In this study,256 questionnaires were issued in two ways on the offline line,and the structural equation method(SEM)was used to empirically test the relationship between the constitutive variables.The study found:(1)Consumers experience two kinds of negative self-consciousness,guilt and shame,after experiencing impulse buying on the Internet.(2)After the network impulse buying,consumers will use evasive strategies to reduce their cognitive dissonance when they deal with guilt and shame,that is,consumers will use self-relaxation to ease the guilt and shame of impulse purchases;consumers Using behavioral corrections to reduce the recurrence of guilty emotions when dealing with internal guilt,the consumer does not modify the behavior when dealing with shame,which is a negative relationship.(3)Consumers who use self-relaxation after purchasing online impulse purchases cannot improve their impulsive buying behavior.Instead,they increase their willingness to purchase repeatedly.However,guilty consumers often do not directly use face-to-face tactics.Peer-to-peer correlations are not significant.Shame peers have a negative relationship between amendments.Behavior modification has a negative effect on the willingness to repeat purchases.Eventually,shame has a positive effect on the influence of repeated purchase intentions.Eventually,it makes a positive relationship between online impulse purchases and repeated purchase intentions.relationship.