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Abstract With the rapid development of Internet and Electronic-Business, more and more consumers especially young consumers tend to meet their shopping demands on the Internet. The network transaction is becoming a powerful strength and more and more enterprises are entering into the network market. Furthermore, the competition between online merchants is becoming increasingly fierce and various kinds of online promotion are emerging endlessly. Some studies have demonstrated that consumers sometimes make impulse purchases when shopping online. The convenience of shopping online makes impulsive buying behavior more widespread. Therefore, the aim of this study is to explore the relationship between monetary online promotion and undergraduates’ impulsive buying behavior. 32183
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The study uses situational simulation exercise and questionnaire method. Taken together, the findings suggest that discount promotion stimulates consumers’ purchasing desire stronger than free postage promotion and price cut promotion. Undergraduates scoring high on metrics of impulsivity traits are prone to make impulse purchase when encountering a stronger discount or a lower free postage on products. And the undergraduates’ impulsive buying tendency also has a direct impact on impulsive buying behavior. Inpiduals with a high score on impulsivity will be more likely to make impulsive purchase when facing a discount promotion. Therefore, this study gives some suggestions based on the conclusion: Online merchants should pide different groups of impulse buying tendency on the basis of their online shopping history and frequency, and then develop different marketing strategies. Online merchants could make more profits in the use of three monetary online promotions mentioned in this paper.
Keywords: Monetary Online Promotion Impulsive Buying Behavior Impulsive Buying Tendency college students
摘要随着网络的普及和电子商务的快速发展，越来越多的消费者尤其是年轻消费者倾向于在网络上满足自己的购物需求。不断增长的网络交易规模和数量，使得越来越多的企业进入到网络市场，网络商家之间的竞争也越来越激烈，各种各样的网络促销形式也层出不穷。有研究显示，消费者在网络购物环境下也存在着冲动性购买行为。网络购物的便利性使消费者冲动性购买行为更加普遍。因此，本文将研究网络促销中的货币型网络促销对大学生冲动性购买的影响。
本文采用情景模拟法、问卷法，结合对货币型网络促销方式对大学生冲动性购买行为进行研究。研究结果表明：打折促销比满减促销和满额包邮促销更能刺激大学生的购买行为；当打折促销折扣越大，满额包邮的额度越小，大学生更易产生冲动性购买行为；冲动性购买倾向直接影响冲动性购买行为，高冲动性购买倾向的大学生面对打折促销时，更易产生冲动性购买。因此，本文结合得出的结论，对网络营销商家提出一些建议，希望商家能根据消费者网络购物的历史记录和特点，区分不同的冲动性倾向的消费者，对于不同的冲动性倾向的消费者制定出不同的营销策略，更好地运用文中所提及的三种货币型网络促销手段，为自己的企业创造更大的利润。
毕业论文关键词：货币型网络促销 冲动性购买 冲动性购买倾向 在校大学生
Contents
Abstract i
摘要 iii
Chapter One Introduction 1
1.1 Background 1
1.2 Research purposes 1
1.3 Framework of the paper 1
Chapter Two Literature Review 3
2.1 Impulse buying 3
2.1.1 The definition of impulse buying 3