基于个体特征和购买情境的冲动性购买意愿研究

大连东软信息学院本科毕业论文AbstractNowadays,large and small goods can be purchased online,and online shopping hasbecome an important part of life.The major websites continue to draw new plans to attractconsumers.In order to help websites make better plans from the perspective of themselvesand consumers,this article is designed from two perspectives of individual characteristics andpurchase situations.Do these two aspects affect consumers'impulse buying intention?Is thespecific impact positive or negative?The relationship between consumers'individualcharacteristics,purchase situation and impulse buying intention of sellers is obtained.Usingthe previous research results,this paper constructs the concept map of the relationshipbetween purchasing situation and individual characteristics and impulse buying intention,andputs forward the corresponding research hypothesis.Finally,using the data obtained by thequestionnaire,the SPSS19.0 software is used to make an empirical analysis,and theregression results of the purchase situation and impulse buying intention and the regressionresults of the individual characteristics and impulse intention of the consumer are obtained.The results show that price promotion,graphic display and website reputation can stimulateconsumers well in the purchasing situation,and have positive effects on impulsive purchaseintention,but the results of payment are not significant;in terms of personal characteristics,shopping enjoyment and personality can promote consumer spending more time to browse.Web sites increased impulse buying,while cognitive level regression results were notsignificant.Finally,according to the conclusion,four suggestions are put forward for thewebsite on the consumers and themselves,so as to enhance the core competitiveness of thewebsite and stabilize its operation.Key Words:Individual characteristics,purchase situation,impulse buying intention.