Research On The Impact Of Online Promotion On Consumer Impulse Buying

With the rapid development of the Internet environment,e-commerce has evolved from germination to maturity.The increasing number of online shopping users and the amount of online consumption shows the vitality and vitality of the online shopping market development,of which 80% of online consumption is impulsive consumption.Therefore,with the development of the online shopping market,the proportion of impulsive purchases in online purchases is increasing,and research on online impulse purchases becomes more important.At the same time,more and more enterprises are joining the Internet market,and the competition among enterprises is becoming more and more fierce.If a business wants to win in the competition,it must understand the influence mechanism of the consumer's impulsive purchase behavior.More effective marketing programs that promote consumer impulse buying and increase sales.The values ??of the mean are rooted in the hearts of the Chinese,guiding the production and life of the Chinese,and have an important impact on the consumption behavior of the Chinese.Therefore,this paper introduces the value of the mean,and believes that the value of the mean influences the impulsive purchase behavior,and explores the impact of online promotion(price discount and promotion time limit)on the relationship between impulsive purchase behavior,and based on this,Some marketing suggestions are provided for online merchants.Through the collation and analysis of the existing consumer impulsive buying behavior,online promotion,the value of the mean and other related theories,this paper chooses consumer impulsive buying intention as the intermediary variable between online promotion and consumer impulsive buying behavior,and the value of the mean as the moderating variable,puts forward the relevant research hypothesis,and constructs the research model.The data were collected by questionnaire survey,and the data reliability analysis,factor analysis,correlation analysis,regression analysis and partial mediation analysis obtained by SPSS22.0 and LISREL8.70 were used to draw the following conclusions: First,the price discount will directly affect Impulsive buying behavior has a weaker impact on impulsive buying intentions.Second,in the face of discount sales,the possibility of impulsive purchases will be reduced for consumers with strong values of the mean.Third,the promotion time limit can directly affect the behavior of impulsive purchases,and indirectly affect the impulsive enough purchase behavior by influencing the impulsive purchase intention.Fourthly,consumers with a weak sense of the mean will have a stronger impulse to buy when the promotion time is limited,but the impact on the purchase behavior is not so strong.The results of this study will help online merchants understand the impulsive buying behavior of consumers and make full use of the marketing tool to promote profits.