【摘 要】
：
Impulse buying plays an important role in traditional sales environment,and online shopping makes it more accessibly.In recent years,increasing consumers impulse buying under online promotions has cre
【机 构】
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School of Management,Huazhong University of Science and Technology,Wuhan 430074
【出 处】
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香港城市大学,中国石油大学,加州大学河滨分校,伊利诺伊大学厄巴纳-香槟分校
论文部分内容阅读
Impulse buying plays an important role in traditional sales environment,and online shopping makes it more accessibly.In recent years,increasing consumers impulse buying under online promotions has created astonishing economic value,as well as many development dilemmas.So this paper put up with presales model to solve these problems.To analysis the matching mechanism between the reference influence and different lead time to make it more likely for consumers to impulse buying,it conducted a second hand study firstly.Analysis showed that the interaction between the presales lead time and the reference group on impulse buying is significant.Then an experiment has confirmed when the lead time is longer,informational influence makes it more likely for consumers to impulse buying.When the lead time is shorter,normative influence makes it more likely for consumers to impulse buying.Finally,the study also found that the interaction between the lead time and the reference group can influence consumers normative evaluation and instant gratification,and eventually affect consumers impulse buying behavior.
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