Research on Consumer Tendency in Electronic Commerce Times

Abstract

In the consumer's daily life, unplanned impulse buying behavior accounted for a large proportion. Impulsive buying behavior of consumers in the frequency is also quite high, but they tend to impulse buying for their own behavior without consciousness. Especially in domestic banks for credit and debit card under the strong sales, there are about nine million people are being caught in impulse buying. However, in a highly competitive environment, the competitiveness of enterprises is not only product innovation and price competition strategy, but to give consumers a valuable shopping experience. Therefore, many companies have begun to notice the importance of experiential marketing. In this study, we use the consumer mental resource as independent variable, perceived value as intervening variable and impulse buying behavior as dependent variable. We also add in three control variables (sex, age and price promotion), so that we could purify the relationship between consumer experience and impulse buying behavior. The main object of this study is based on the general consumer.