A STUDY INTO THE EFFECT OF SHOPPING SITUATIONAL FACTORS ON ONLINE IMPULSE PURCHASING INTENTION OF CONSUMER——REFERENCE GROUP’S REGULATION
Abstract
In recent years, the development of mobile Internet has brought online shopping into a new stage. Under the influence of new marketing models such as live broadcasts and short videos, online impulse buying is becoming more and more common. However, the formation process of this phenomenon has not yet reached a consensus conclusion. This paper discusses the influencing factors and generating process of consumers' impulse purchase intention in the context of mobile shopping. This paper proposes that the mobile shopping environment stimuli can affect consumers' impulse purchase intention by affecting the two emotions of consumers' perception and pleasure. At the same time, this paper also verifies the moderating role of reference group influence in the influence of shopping environment stimuli on consumer sentiment. The research adopts the questionnaire survey method to collect the data. After the data test, all the hypotheses are supported. Therefore, it is confirmed that the reference group influence has a moderating role in the influence of consumer emotional influence on online impulse purchase intention. The research conclusions can help e-commerce companies to further understand consumers' impulse buying behavior, make full use of the influence of reference groups, and formulate more flexible and effective promotion strategies.
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