Research On The Influence Of Consumer Personality Traits On Online Impulse Purchase Satisfaction

Online retailing has greatly reduced the cost of living for consumers,but impulse buying has become more frequent.On the one hand,the fast-paced lifestyle shortens the decision-making time for consumption,and the convenient and private Internet shopping environment will reduce its self-regulation and increase the possibility of impulsive purchase.On the other hand,the oversupply macro market environment also makes merchants try to focus their marketing efforts on promoting impulse buying and obtaining more sales revenue.The influencing factors of impulse buying include four categories,namely,marketing means,purchase situation,type of goods and personal characteristics of consumers.Most of the previous studies focused on the drivers of impulsive "pre-purchase" and relatively few studies on "post-purchase",so the text will focus on the variables that affect consumers’ impulsive purchase.Customer satisfaction is not only the main evaluation index of consumers after purchase,but also an important factor affecting enterprise operation.Therefore,this study will start from the online shopping situation to explore the consumer’s impulsive purchase satisfaction.After reviewing the literature on impulse buying and customer satisfaction,the attribution theory of satisfaction was selected as the basic theory of the research model."Psychological control source","Long-term adjustment orientation" and "Online commodity assessability" were selected to correspond to "Internal or external cause","Stability of cause occurrence" and "Controllability of cause" in the three-dimensional attribution of satisfaction.An online impulsive purchase satisfaction model with consumer personality traits as the independent variable and online commodity types as the moderator variable was constructed,and a simulation scenario of impulsive purchase under different scenarios was designed.Through the design and distribution of questionnaires on the online survey platform and the analysis of 449 sample data collected by the statistical software,the following conclusions are finally drawn:(1)impulsive purchase satisfaction of externally controlled personality consumers is higher than that of internally controlled personalityconsumers;(2)long-term promotion of moderation-oriented consumers’ impulsive purchase satisfaction is higher than that of defense-oriented consumers;(3)online commodity types play a moderating role in the relationship between personality traits of independent variables and impulsive purchase satisfaction of dependent variables.On the one hand,the research on impulsive purchase satisfaction enriches the breadth of theoretical research.On the other hand,it provides theoretical basis and management suggestions for e-commerce enterprises to develop efficient marketing strategies,at the same time it also provides certain decision-making guidance for consumers to purchase online commodities with higher satisfaction according to their own characteristics.