Research on Consumer Tendency in Electronic Commerce Times

Bo Liao; Ya Ou; Yan Lu

doi:10.4028/www.scientific.net/AMM.687-691.4494

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HomeApplied Mechanics and MaterialsApplied Mechanics and Materials Vols. 687-691Research on Consumer Tendency in Electronic...

Research on Consumer Tendency in Electronic Commerce Times

Abstract:

In the consumer's daily life, unplanned impulse buying behavior accounted for a large proportion. Impulsive buying behavior of consumers in the frequency is also quite high, but they tend to impulse buying for their own behavior without consciousness. Especially in domestic banks for credit and debit card under the strong sales, there are about nine million people are being caught in impulse buying. However, in a highly competitive environment, the competitiveness of enterprises is not only product innovation and price competition strategy, but to give consumers a valuable shopping experience. Therefore, many companies have begun to notice the importance of experiential marketing. In this study, we use the consumer mental resource as independent variable, perceived value as intervening variable and impulse buying behavior as dependent variable. We also add in three control variables (sex, age and price promotion), so that we could purify the relationship between consumer experience and impulse buying behavior. The main object of this study is based on the general consumer.

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Periodical:

Applied Mechanics and Materials (Volumes 687-691)

Pages:

4494-4498

DOI:

https://doi.org/10.4028/www.scientific.net/AMM.687-691.4494

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Online since:

November 2014

Authors:

Bo Liao*, Ya Ou, Yan Lu

Keywords:

Consumer Behavior, Human Mental Resources, Internet Environment, Practical Implications

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