Dissertation > Excellent graduate degree dissertation topics show

Study on the influence factors of consumer impulse buying intention of network group purchase: the mediating role of positive emotions

Author: DengJunChao
Tutor: FengRenDe
School: Chongqing Technology and Business University
Course: Business management
Keywords: Group-buying Online Impulse Buying Impulsivity Trait Emotional Response
CLC: F713.55
Type: Master's thesis
Year: 2013
Downloads: 113
Quote: 0
Read: Download Dissertation

Abstract


With the Internet is used more and more popular, Online shopping has becomean important way for the consumers.Since the Groupon website was come up in theUnited States, a new type of e-business models:the group-buying is popular in China,such as Dianping website, Nuomi website, Meituan website and Lashou website andso on are blossoming everywhere, and then it impulse the consumers’enthusiasm totake part in the group-buying. The Internet group-buying creates a third platform buyconnect the business and consumers. This new model makes a difference with thegroup-buying model several years ago. We know that, in the website group-buyingenvironment, the group-buying website could supply the product conclude dining,travelling, entertainment, hotel accommodation and so on, the price often can supply abig discount. Low price attract many consumer to join in group-buying.Consumer impulsive purchase intention has always been concerned about in thesubject of Consumer Psychology. There is lots studies on the network impulse buyingbehavior. Since Group-Buying Online is a new mode for consumers to shopping,there is little research in this field. The author have read so much literature onconsumer impulse buying behavior home and abroad, learn the model and the scale ofconsumer impulse buying in the traditional shopping environment and onlineshopping environment, combined with characteristics of Group-Buying Online, try tobuild up the model for Group-Buying online contain the impulse characteristics ofexternal factors and Consumer personal impulse characteristics. By spss17.0statistical software for survey data analysis, and finally draw the main conclusions ofthree aspects: consumers emotional reaction directly affect the consumers’ impulse tobuy intention; External stimuli and impulsivity traits directly affect emotionalresponse; Emotional responses to external stimuli, impulsivity, personal qualities andimpulsive purchase intention exists remarkable intermediary effect.The group-buying business is intense competition in China,and the industryreshuffle is still increasing. How to create a more favorable external stimulus topromote consumers’ impulse buying behavior? How can the website to take a greaterdegree of excitation the personality traits of the consumer impulse trait? It is soimportant for the website to survival and development. Group-buying Online is a newthing, and innovation of this study is to focus on factors affecting consumer impulse buying in this shopping environment, has some theoretical significance to enrichconsumers’ impulse buying, and this article is also supply some guidance for theGroup-Buying Online operators.

Related Dissertations

  1. Study on the Relationship between Customer Perceived Value and Impulse Buying Behavior Based on the Internet Environment,F724.6;F224
  2. The Analysis of Taobao Customers Impulse Buying Behavior and the Implications for Business Strategy,F724.6;F224
  3. An Empirical Research on Characteristics of Internet Advertising and Consumer Impulse Buying Intent,F713.8
  4. The Influence Mechanism of Self-regulatory on Impulse Buying,F713.32
  5. A Study on the Influence of Self-construal on Impulsive Buying Behavior under Network Environment,F713.36
  6. An Empirical Research on Mechanism of Online Review and Internet Consumer Impulse Buying Intent,F713.36
  7. Research on the Influence of Website Characteristics and Positive Word of Mouth on Consumer’s Impulse Buying in the Network Environment,F713.36;F224
  8. A Study of the Impact of Commodity Recommendation and Customer Review of Shopping Website on the Impulse Buying Intention,F713.36;F224
  9. The Research of the Influences on State Self-control of Consumption Situations,F713.55
  10. The Difference of Aesthetic Cognitive in Chinese and Western Paintings,J201
  11. The Online Impulsive Buying Behavior Research Based on Personal Traits and Buying Situational,F713.36
  12. The Influence of Impulsive Buying Behavior on Brand Loyalty,F713.50
  13. The Research of Influence Factors on Chinese Consumer’s Impulsive Purchases Behavior,F713.5
  14. The Factors Influence Impulse Buying Based on Psychological Hedonism and Purchase Condition,F713.55
  15. Site environmental characteristics impact on consumers of impulse buying,F713.36
  16. Impulse Buying of Tourists: Behavior, Experience Marketing and Effect of Post-Purchase,F713.50
  17. An Empirical Research on Impulse Buying in Chinese Urban Consumer,F723
  18. Emotional Reactivity and Facial Expressions Recognition under Stress:Individual Differences in Sense of Coherence,B844.2
  19. The Effects of Picture Formats on Emotions and Impulse Buying Intentions Online Shopping,B842
  20. Study on the legal issues related with China network group purchase,D923.8
  21. Research on legal issues related to network group purchase,D923

CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Market > Business psychology, psychology of the market
© 2012 www.DissertationTopic.Net  Mobile