网络促销对消费者冲动购买行为的影响研究(2)
2.1.2 Study on the influencing factors of impulsive buying behavior.5
2.2 Studies on network promotion9
2.2.1 The concept of network promotion.10
2.2.2 Classification of network promotion.11
Chapter Three Methodology14
3.1 Research targets14
3.2 Research tools.14
3.2.1 Literature research.14
3.2.2 Interview research.14
3.2.3 Questionnaire research15
3.2.4 Empirical research.15
3.3 Research procedures 15
3.3.1 Variable measurement.15
3.3.2 Questionnaire design.16
3.3.3 Questionnaire distribution and collection17
3.3.4 Dada collection and analysis.17
Chapter Four Results and Discussion………………………………………….18
4.1 Descriptive analysis.…………………………………….18
4.1.1 The descriptive analysis of samples18
4.1.2 The descriptive analysis of impulse buying behavior.19
4.1.3 The descriptive analysis of network promotion19
4.2 The analysis of the results of hypothesis………………………………20
Chapter Five Conclusion and Suggestions 22
5.1 Major findings from the study 22
5.2 Suggestions for the company 22
5.3 Limitations of the research and suggestions for further studies 23
References 25
Appendix26
Research on the Influence of The Network Promotion on Consumers’ Impulse Buying Behavior
Chapter One Introduction
1.1 Research background and motivation
1.1.1 Current situation of online shopping
Internet not only serves for entertainment, social contacts and communication, but also benefits online shopping. With the popularization of computer and internet, online shopping market has been mature since 2012. Compared with the traditional entity shop, online shopping endows us with convenience and economy. In the next few years, with more large enterprises flowing to e-commence market, the online shopping market will develop at a higher speed. According to the report of China Internet Network Information Center(CNNIC), the amount of transaction size will rise up to over 3000 trillion yuan in 2016, accounting for 8.2% of the total retail sales of social consumer goods. Until 2014, the number of netizens was up to 350 million. In addition, online shops can operate 24 hours a day without space limit, so the online retailers reached 7 million in 2014. It shows that Chinese citizens have formed the habit of shopping online.
1.1.2 Current situation of consumers’ impulse buying behavior
Impulse buying behavior is a common phenomenon in our daily life. According to the research of international association, almost 70% of Chinese consumers’ buying behavior is impulse, ranking the third in the world. Besides, 83% consumers have ever had impulse buying behavior. It does not only exist in traditional occasion, but is more inclined to happen in online buying owing to the convenience of online shopping. This phenomenon attracts the attention of enterprises and scholars who do a lot of researches about it. As for the business, they use a lot of promotional strategies to stimulate impulse buying behavior to increase sales volume. For online consumers, they are more apt to react to promotion and then purchase immediately. With the development of economy and the improvement of living standard, consumers’ impulse buying behavior will become more popular in the future.
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