货币型网络促销方式大学生冲动性购买行为研究(2)
2.1.2 The influencing factors of impulse buying 4
2.1.3 The buying impulsivity traits 4
2.2 Online sales promotion 5
Chapter Three Research Design 7
3.1 Object of study 7
3.2 Research tools 7
3.3 Implementation procedures: 7
3.3.1 The definition of research variables 7
3.3.2 The measurement of variables 8
3.3.3 Hypothesis 9
3.3.4 Questionnaire design 10
3.3.5 The issuance and removal of questionnaires 10
Chapter Four Results and Discussion 11
4.1 Descriptive statistical analysis 11
4.2 Hypotheses testing 12
Chapter Five Conclusion 18
5.1 The conclusion of research 18
5.2 Enlightenment and suggestions 18
5.3 The disadvantages of the research 19
References 21
Appendix 23
The Influence of Monetary Online Promotion on College Students’ Impulsive Buying Behavior
Chapter One Introduction
1.1 Background
With the rapid development of our country’s electronic commerce industry, the online shopping market is showing its tremendous development potential. Online shopping, as a new way of shopping, has been accepted widely. And various kinds of online promotion have also increased. The internet is undoubtedly one of the most important distribution channels to increase consumption.
Now, the related researches of impulse buying are mainly focused on the definition of impulse buying, and the influences on impulse buying such as consumer traits, the image and the quality of the websites and situational factors. But there are few scientific studies about the online promotion influence factors on impulse buying. Therefore, this paper will discuss these following questions: Do different monetary online promotion ways have the same influence on college students’ impulsive buying behavior? Do different levels of promotions have different influence on impulsive buying behavior? Will inpiduals with a high score on impulsivity be more likely to make impulsive purchase when facing different monetary online promotion?
1.2 Research purposes
Early researches considered impulse buying as “unplanned” buying. And some studies have demonstrated that more than half of the consumers’ purchases are impulse purchase. Under the internet marketing environment, consumers can buy things very conveniently just by clicking their mouse. This leads to a very common phenomenon that consumers are prone to make impulse purchases. Therefore, studies on the influence of online sales promotion on impulse buying can help online merchants understand their customers more and increase sales.
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