电子市场中的冲动购买成因探析

Research on the Causes of Impulse Buying in Electronic Marketplace

近年来,电子商务发展迅速,越来越多的人选择通过网络购物,随之也伴随着越来越多的冲动购买行为的发生。本文从情境因素和消费者特质等两方面对引起网络冲动购买行为发生的成因进行了深入剖析,得出外因作用于内因,而最终促发了冲动购买行为的发生。

At present, as the rapid development of e-commerce, more and more people become fond of shopping online. As a result, there is more and more impulse buying behavior. This paper analyses in depth the causes of impulse buying in electronic marketplace from both situational factor and consumer characteristics, and a conclusion that external acts on the internal cause is reached, then it finally promotes the impulse buying behavior.