网络促销对消费者冲动购买行为的影响研究
This article includes two aspects: first, the influencing factors of consumers’ impulse buying behavior; secondly, the influence of the network promotion on consumers’ impulse buying behavior. Based on research questions, an questionnaire is designed for university students. With the assistance of the data collecting and analyzing function of the online questionnaire, the author draws the conclusion as follows: first, personal characteristics and promotion are the main influencing factors of impulse buying behavior; secondly, different ways of network promotion have different influence, and price promotion is the most effective way.
In conclusion, the author makes some suggestions for online enterprises. First, company should be good at using promotion to attract consumers. Secondly, online enterprises should offer consumer-oriented service and product.
Key words: network promotion impulse buying behavior online shopping
摘要随着互联网的快速普及,电子商务得到了迅猛的发展。在这一背景下，网络购物已经成为市场的重要组成部分。随着网购消费者的数量逐渐增多，网店的数量也越来越多,商家之间的竞争越来越激烈。为了能在市场占有一席之地，商家就必须运用各种手段来刺激消费者购物，其中网络促销就是主要的手段之一。在这种情况下，消费者的冲动性购买行为增多并且已经成为了日常生活的一部分。 本文旨在研究促销刺激和消费者特质是如何影响消费者冲动性购买行为的。
本文将从两个方面进行研究：一，冲动性购买行为的影响因素有哪些；二，不同的网络促销方式对冲动性购买行为的影响。针对研究问题，本文采用问卷的方式，针对大学生进行了问卷调查。借助网络问卷自带的数据采集、分析功能，得到以下结论:一，外界环境刺激和消费者个人特征是冲动性购买行为的主要影响因素；二，不同的促销方式效果不同，其中价格优惠是最有效的促销方式。
综合上述结论，我们对网络电商提出了相关的营销建议。第一 ，企业要擅于运用促销的方式来吸引消费者。第二，企业应该提供以消费者为主导的产品和服务。
毕业论文关键词：网络促销 冲动性购买行为 网络购物
Contents
Abstract i
摘要.iii
Chapter One Introduction 1
1.1 Research background and motivation 1
1.1.1 Current situation of online shopping 1
1.1.2 Current situation of consumers’ impulse buying behavior.1
1.2 Significance and purpose of the study 2
1.3 Research hypothesis 3
Chapter Two Literature Review 4
2.1 Studies on impulse buying behavior 4
2.1.1 Definition of impulse buying behavior.4
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