Research on the Relationship between Online Shopping Experience and Consumer Impulse Buying

Studying the impact of online shopping experience on consumer impulse buying behavior is of great significance to the development of shopping platforms and merchant marketing strategies. Based on the SOR model and the online shopping environment, this paper studies the relationship between consumers' shopping experience and impulsive buying behavior and the influencing mechanism under the online shopping situation. The online shopping experience is divided into sensory experience, cognitive experience, practical experience and relationship experience, and the research model of the influence factors of online shopping experience on consumer impulse buying behavior is constructed. Data were collected through questionnaires, and statistical analysis and hypothesis testing were performed using SPSS and Smart PLS. The study found that the sensory experience of the online shopping experience significantly affects consumers' awakening mood, sensory experience, cognitive experience and practical experience significantly marketing consumer pleasure, awakening the perception of pleasure that significantly affects consumers, and significantly affecting consumers together with consumer pleasure and the impulsive buying behavior.

Online shopping experience; Impulse Buying; Emotional response; shopping platform

Yang Liu, Yihe Zhang, Chunyan Qiu and Yan Ma. Research on the Relationship between Online Shopping Experience and Consumer Impulse Buying. 2019 Annual Conference of the Society for Management and Economics (SME 2019). 2019, Vol.4: 43-50. DOI: https://doi.org/10.35532/JSSS.V4.008.