Research on the Inducing Mechanism of Customers’ Impulsive Buying in “Double 11” Shopping Carnival

¹ Macau University of Science and Technology, Macau 00853, China
² Xiamen University Tan Kah Kee College, Zhangzhou 363105, China

Abstract

In recent years, impulse buying is increasingly common in China. Online impulse buying (OIB) has drawn increasing scholarly attention across disciplines. This study focuses on the impulse buying of “Double 11” Shopping Carnival, taking “Double 11” Shopping Carnival consumers as research object, through related theory, secondary data analysis and social network analysis, exploring the relationship between marketing stimulation, impulse buying and emotional response, and establish a theoretical model and propose hypotheses. Data were obtained form 325 consumers. According to the statistical analysis result, the paper demonstrates that the theoretical model verifies the consumers’ impulsive buying can make a mediating effect between marketing stimulation and happy emotion, emotion of guilty, regretful emotion. In summary, this study made some marketing suggestions for the enterprises, including the utility of different ways to cause different kinds of emotions after impulsive buying for consumers.