Abstract
This paper explores the impact of product diversity on consumers’ online impulse purchase intentions in the context of e-commerce development, and finds that product diversity has a significant negative impact on consumers’ online impulse buying intentions. Compared with the great product diversity, consumers have higher online impulse buying willingness when they do not have many choices. Further, we found that this effect is regulated by different shopping objects (oneself vs. intimate others). At the same time, information processing fluency plays a mediating role in this effect.
Highlights
With the advent of the “Internet +” and “Big Data” era, consumers’ shopping mode is gradually shifting from traditional physical store shopping to online shopping
The experimental scene of this study was set in the online shopping environment
The study will focus on consumers mainly consist of students, and have online shopping experience between the ages of 18 and 30
Summary
With the advent of the “Internet +” and “Big Data” era, consumers’ shopping mode is gradually shifting from traditional physical store shopping to online shopping. In the actual life, the research conclusions of this study enable online merchants and enterprises to make full use of the research results in marketing and promotion, and the businesses and enterprises could adopt practical product mix and promotion plan for different shopping objects, in order to promote consumers’ online impulse buying behavior, and obtain more profits and benefits. This article mainly explores the mediating effect of information processing fluency on product diversity and consumers’ online impulse buying. By manipulating the shopping objects, its influence on the fluency of consumer information processing would be explored, and in the context of purchasing for oneself or intimate others, the differences of consumers’ online impulse buying willingness would be explored
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