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Research on the Influence of Website Characteristics and Positive Word of Mouth on Consumer’s Impulse Buying in the Network Environment

Author: YangZuo
Tutor: HuangXiaoKui
School: Inner Mongolia University
Course: Business management
Keywords: Website Characteristics Emotion Positive Internet Word Of Mouth Trust Impulse Buying
CLC: F713.36;F224
Type: Master's thesis
Year: 2011
Downloads: 171
Quote: 1
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Abstract


As the increase of internet users and the maturation of online market, Chinese online market has showed great developing potential. According to CNNIC’s report, till Dec 2010, internet users in China has reached 450million, to reach 457million, is the first place in the world, and nearly half of the internet users prefer online shopping, online shopping has been the fastest growing internet application, the amount of online shopping market is expected to reach 523.1 billion yuan. Based on this background, this paper tries to research consumers’online buying behavior from the perspective of impulse buying.Impulse buying is a special phenomenon that has received considerable attention from the scholars of psychology、economics、environmental studies、marketing and other areas. Studies have shown that impulse buying is very common in the network environment. Therefore, the study concluded on the basis of the conclusions of previous studies, combined with the characteristics of today’s online shopping environment, proposed a model in this study, discuss the relationship between website characteristics, positive Internet word of mouth and consumer impulse buying.After a questionnaire survey and using software SPSS, AMOS, we got the following conclusion in this study:(1) Website characteristics of knowledge, interaction and economy can inspire consumers’positive emotion; Website characteristics of visual can not significantly influence consumers’positive emotion. (2) Positive Internet word of mouth characteristics and the trust tendency of positive Internet word of mouth receivers can both positive influence consumers trust.(3) Positive emotion positive influence impulse buying drive.(4) Consumers trust positive influence impulse buying drive.Finally, according to the conclusion of this study, we provide recommendations to marketing strategy for online retailers, at the same time, we discuss the limitations of this study and future research directions.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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