Shopping Characteristics Research Articles

Structural relationship between mobile shopping characteristics, consumption values, impulse buying, and consumer satisfaction

This study aims to empirically determine the structural relationship between mobile shopping characteristics, consumption values, impulse buying, and satisfaction in order to promote an understanding of impulse buying in the mobile shopping environment. To this end, we conducted a survey using the convenience sampling method on sports management majors attending a four-year university in Seoul, South Korea, who have experience purchasing sports products on a mobile device. We analyzed the collected data using descriptive statistics analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation modeling. The key findings are as follows: First, mobile shopping attributes had a positive effect on consumption values. Second, consumption values of college student consumers in the mobile shopping environment had an effect on impulse buying. Third, impulse buying in the mobile shopping environment had a positive effect on the satisfaction of college student consumers. The results of this study have significance in that they provide the basic data for establishing efficient marketing strategies that can induce impulse buying to act as a positive shopping driver. Furthermore, this study is significant because it empirically demonstrates the casual relationship between impulse purchases and consumer satisfaction, and that consumption value is a determinant of impulse purchases.

Are Dutch adults equally susceptible to nudging and pricing strategies? Secondary analyses of the Supreme Nudge parallel cluster-randomised controlled supermarket trial

BackgroundSupermarket interventions are promising to promote healthier dietary patterns, but not all individuals may be equally susceptible. We explored whether the effectiveness of nudging and pricing strategies on diet quality differs by psychological and grocery shopping characteristics.MethodsWe used data of the 12-month Supreme Nudge parallel cluster-randomised controlled supermarket trial, testing nudging and pricing strategies to promote healthier diets. Participants were Dutch speaking adults aged 30–80 years and regular shoppers of participating supermarkets (n = 12) in socially disadvantaged neighbourhoods. Data on psychological characteristics (food-related behaviours; price sensitivity; food decision styles; social cognitive factors; self-control) and grocery shopping characteristics (time spent in the supermarket; moment of the day; average supermarket visits; shopping at other retailers; supermarket proximity) were self-reported at baseline. These characteristics were tested for their moderating effects of the intervention on diet quality (scored 0–150) in linear mixed models.ResultsWe included 162 participants from intervention supermarkets and 199 from control supermarkets (73% female, 58 (± 10.8) years old, 42% highly educated). The interventions had no overall effect on diet quality. Only five out of 23 potential moderators were statistically significant. Yet, stratified analyses of these significant moderators showed no significant effects on diet quality for one of the subgroups and statistically non-significant negative effects for the other. Negative effects were suggested for individuals with lower baseline levels of meal planning (β − 2.6, 95% CI − 5.9; 0.8), healthy shopping convenience (β − 3.0, 95% CI − 7.2; 1.3), and healthy food attractiveness (β − 3.5, 95% CI − 8.3; 1.3), and with higher levels of price consciousness (β − 2.6, 95% CI − 6.2; 1.0) and weekly supermarket visits (β − 2.4, 95% CI − 6.8; 1.9).ConclusionsAdults with varying psychological and grocery shopping characteristics largely seem equally (un)susceptible to nudging and pricing strategies. It might be that certain characteristics lead to adverse effects, but this is not plausible, and the observed negative effects were small and statistically non-significant and may be explained by chance findings. Verification of these findings is needed in real-world trials based on larger sample sizes and with the use of more comprehensive interventions.Trial registrationDutch Trial Register ID NL7064, 30th of May, 2018, https://onderzoekmetmensen.nl/en/trial/20990

Online shopping behaviour in the Northern and Southern Great Plain Regions

The aim of our study is to reveal the attitude of consumers related to online shopping, the advantages and disadvantages of online purchasing, the regional characteristics of purchasing food online. The literature review was carried out by a comparative analysis of the publications of the factors influencing the purchase decision, the advantages and disadvantages of using online channels as a priority. The secondary research, in addition to the changes in global and then Hungarian online retail, the FMCG sector and customer behavior. Primary research the survey was conducted using a standardized, structured, online questionnaire with the participation of students from the University of Debrecen and the Sándor Wekerle College of Business. The socio-demographic characteristics of the respondents (623) were measured according to the defining characteristics of online shopping. The rate of online shopping by residents living in the Great Plains region is 6 percentage points lower than the national average, poor result in the online purchase of food. The advantages of online shopping, the importance of convenience and saving time is rated equally, while other factors, e.g. the assessment of home delivery was different. Diadvantages are the terms of payment and data security. The future intention to buy online is uncertain and they imagine it within limits, and the potential purchase can only be linked to durable foods. Region-specific and product-specific (food) analysis of online shopping. Attitudes towards online shopping, based on regional characteristics, justify the fact that it would be more appropriate for store chains to use a differentiated marketing strategy, which may primarily affect marketing communication and sales organization.

Characteristics of online shopping behaviour among Tunisians consumers

IntroductionDuring the COVID-19 pandemic confinement, the number of people shopping online has increased all over the word. To date, little is known about the online shopping behaviours of Tunisians consumers.ObjectivesEvaluate the characteristics of internet shopping among Tunisian consumers.MethodsA cross-sectional, descriptive and analytical study was conducted among subjects who had already made at least one online purchase. Data was collected using a self-questionnaire published by GOOGLE FORMS. We used a survey form collecting socio-demographic data, personal history and characteristics of online shopping behaviour.ResultsA total of 137 participants aged 34.62 ± 9.82 years took part in this study.All participants had made at least one online purchase, with 43.8% (N=60) purchasing “More than once a year”. The products purchased were most often textiles and shoes (50.4%; N=69). The main reasons consumers gave for buying online were special offers (37.2%, N=51), reduced prices (25.5%, N=35) and free delivery (14.6%, N=20). Almost half of the participants (N=63; 46%) said that they had visited physical shops less since they started shopping online. Regarding the average online shopping budget, 44.5% of consumers (N=61) spent less than 50 dinars/month and 18.2% (N=16) did not use all the products they bought online. Almost half of participants (N=68, 49.6%) feared that their credit card information would be at risk. The majority of respondents (88.9%) thought they might receive a faulty product following online shopping.ConclusionsOur study has enabled us to identify certain factors that may act as a blocker for online purchasing. So that, stablishing strategic actions for the continuous improvement of online shopping services with the reduction of subjectivity in customer perception will be helpful.Disclosure of InterestNone Declared

Evaluation of Electric and Air-Powered Shopping Scooters in Grocery Stores.

The purpose of this study was to further previous research and gather additional information regarding the usage of motorized shopping scooters as well as feedback for improvements to an air-powered scooter. Online surveys were used to assess individuals' shopping characteristics and experience using the motorized scooters and to gather feedback from store employees regarding their experience. K-Means clustering analysis was used to determine user demographics who chose to use the air-powered scooter versus the electric-powered scooter while shopping. A total of 127 individuals provided informed consent, 65 individuals from site 1 and 62 individuals from site 2. One hundred twenty participants met the inclusion criteria and completed the survey. K-Means clustering found that age, type of personal mobility device, shopping bill total, and frequency using a motorized shopping scooter to be significant factors in whether individuals chose to use an air-powered scooter or electric-powered scooter. Motorized shopping scooters are in high demand and used by a wide variety of individuals, yet electric-powered scooters are commonly unavailable because of having dead batteries or all the devices being in use. Air-powered scooters may serve as a practical replacement for the current electric-powered scooters found in grocery and retail stores.

Non-Parametric Analysis of COVID-19-Driven Online Shopping Behavior in Malaysia

The COVID-19 pandemic has resulted in a surge in online shopping in Malaysia, which has highlighted the significance of delving into the factors that affect consumers' behavior when making purchases online. A cross-sectional survey was conducted in Malaysia between 3rd December and 27th December 2021. The study aimed to examine the differences in online shopping behavior among Malaysian consumers and used the Mann-Whitney Test and Kruskal Wallis Test for comparison when the normality assumption of the response is not normally distributed. The result demonstrates that there was a significant difference in online shopping behavior between marital status (U=5992.50, p=0.006), gender (U=5992.50, p=0.006), and different age groups (K=21.857, p=<0.001). In conclusion, the study contributes to the understanding of the characteristics of online shopping in Malaysia, including the factors that motivate consumers to shop online and the challenges they face.

‘Nobody shops at the neighborhood store’: leveraging a community’s pediatric fresh produce prescription program to inform future participating store redemption locations

ABSTRACT Research examining the nature of food shopping often considers proximity to the nearest or overall distance travelled to multiple stores. Such studies make up a portion of new work on so-called ‘food deserts’ and the issues inherent in the term, including that most people do not shop at their nearest store, and mobility challenges vary vastly from one person to the next. Increasing the knowledge base on shopping characteristics could be useful for behavioral interventions and programs aimed at increasing healthy food shopping. In this study, we examined the shopping characteristics of 627 caregivers whose children were enrolled in a pediatric fresh produce prescription program at one of three large pediatric clinics in Flint, Michigan. We compare these characteristics to the potential of a new food cooperative to improve geographic accessibility to healthy food. In particular, we propose the expansion of the prescription program to this new cooperative for health-related as well as local economic development reasons. Our work bridges topics of interest to researchers and practitioners working in nutrition, food access, and economic development.

The Impact of Live-Streaming Shopping Characteristics on Behavioral Intention of Shoppers

Currently, live-streaming shopping has become one of the popular approaches to conducting business. Businesses shift from traditional online shopping to live-streaming shopping approach because of the benefits that live-streaming shopping could offer. This paper aims to study the impact of live-streaming shopping characteristics on behavioral intention among shoppers. Researchers used literature analysis and a Stimulus-Organism-Response (S-O-R) framework as the methods of the study. The findings showed that all characteristics had a positive impact on the behavioral intention of shoppers. The limitation of the study was the researcher focused only on the Stimulus and Response of the framework; the Organism factor of the framework was omitted.

Residents’ online shopping behavior characteristics in China during COVID-19 pandemic: The case of Guangzhou

With the burgeoning development of mobile information and communication technologies (MICTs) as well as the popularization of smartphones, online shopping behaviors have progressively penetrated people’s everyday lives. The outbreak of COVID-19 and its consequent implementation of prevention and control policies have expanded the target audience of online shopping, which has also complicated the mechanism of online shopping behaviors. This study used structural equation modeling to explore how and why the pandemic factors have influenced the characteristics of residents’ online shopping behaviors in urban China experiencing rapidly advancing MICTs to extend the discourse on online shopping behaviors. This study found that the gap in individuals’ online shopping expenses between the central urban and suburban areas was slightly narrower than in normal times. This is primarily because the COVID-19 pandemic and ensuing policies, technological innovation, and the type of purchase item intertwined as a geographical balancer in lessening the extant smart divide. Moreover, residents’ consumption preference during COVID-19 had a positive effect on their online shopping behaviors, mainly because online shopping offered a relatively safe way to minimize the risk of infection during the pandemic. Individuals with advantaged income and educational levels tended to shop online more frequently than the disadvantaged, suggesting that online shopping became a new component of the smart divide during the pandemic. The findings of this study can contribute to the further understanding of the impact of COVID-19 on individuals’ shopping behaviors, and provide references for the transformation of urban retail space.

라이브커머스 쇼핑의 특성과 소비자의 주관적 제품지식 : 왕홍을 중심으로

라이브커머스 쇼핑의 특성과 소비자의 주관적 제품지식 : 왕홍을 중심으로

DAVAOEÑOS’ PREFERRED CHARACTERISTICS OF SHOPPING MALLS DURING COVID-19

The purpose of this study is to determine the preferred selected characteristics of shopping malls among Davaoeños during Covid-19. It specifically seeks to determine the level of preference among Davaoeños’ preferred shopping mall characteristics according to (1) service experience, (2) internal environment, (3) convenience, (4) utilitarian factors, (5) proximity, and (6) demonstration. This study also seeks to determine if there is a significant difference in the preference level for shopping malls when respondents are grouped according to their profiles. Quantitative research design was used, and simple random sampling was utilized with 100 respondents. As for the major findings, there is a significant difference in the shopping mall’s internal environment when respondents are grouped according to their age, occupation, and civil status.

Design shopping as an experience: Exploring the effect of the live-streaming shopping characteristics on consumers’ participation intention and memorable experience

Live-streaming shopping becomes increasingly popular recently. However, little research explored why live-streaming shopping is so successful in continuously promoting sales and engaging consumers. Based on the Stimulus-Organism-Response framework, we explore the effects of five distinct characteristics (information richness, interactivity, vividness, social presence, and newness) of live-streaming shopping on consumers’ continuous participation intentions, and investigate the underlying organism from both the momentary states (i.e., perceived diagnosticity, perceived enjoyment, and perceived social support) and the reflective state (i.e., memorable experience). The results of a multi-method empirical study indicate that the memorable experience is a strong indicator of continued shopping behaviors.

WHO ARE ONLINE GROCERY SHOPPERS?

The acceleration of the digitalisation of grocery shopping is an important trend that shows that this way of sourcing groceries is increasingly accepted by customers. Uncovering, understanding, and describing the differences between online grocery shoppers is interesting from a scientific point of view and a practical one. Correctly targeting a specific customer segment increases the very effectiveness of marketing communication by spending the cost of communicating with those correctly targeted customers that are valuable to the company. Therefore, this paper explores the behaviour of customers when shopping online and tries to find similarities in this behaviour. The aim of the paper is to generate customer segments of online grocery shoppers that provide a more comprehensive insight by reflecting on their shopping behaviour, personality traits and characteristics, loyalty, overall satisfaction with online grocery shopping in the current retailer, and frequency of social media usage. An online questionnaire survey was conducted with a panel of respondents from the IPSOS research agency to obtain primary data. Data were analysed using factor and cluster analysis. These analyses resulted in the creation of a segmentation that identified five main segments of online grocery shoppers. The constructed combined segmentation divides shoppers into five segments: quality-oriented shoppers (18.9%), influential utilitarians (21.7%), loyal traditionalists (16.4%), satisfied conditional loyalists (14.9%), and movable eco-sympathizers (28.1%). Then these category types are characterised in terms of their most salient characteristics. The results of this study show the variables that influence customers in their decision-making process. Outcomes increase knowledge about online grocery shopping behaviour, motives, and purchase requirements. These are also beneficial for grocery retailers for better targeting or fostering loyalty.

Covid 19 Pandemic Government Interventions and Their Implications on Shopper Behavior: A Study of Consumers in Kenya

Studies on consumer behavior continue to attract attention all over the world, because of the implications they have in the market. Behavior as expressed through attitude changes and perceptions can be brought about by many factors including government interventions. The year 2020 has been characterized by many government interventions in trying to contain the corona virus pandemic, and it is important to assess how the measures have influenced shopper behavior. Using the consumer behavior theories (Bagozzi and Kimmel 1995 , Bagozzi et al. (2002) with specific reference to the Rational choice theory (Adam Smith, 1776) and the and the functional attitude theory (when Smith, Bruner, and White (1956) and Katz (1960), the researchers sought to determine the effect of government intervention measures on influence on shopper behavior, and whether shopper demographic characteristics either moderate or mediate the relationship between government intervention measures and shopper behavior. Descriptive cross sectional design was used, with a stratified sample drawn from former students from the School of Business, University of Nairobi. Data was analyzed using descriptive and inferential statistics. The study found that government intervention measures significantly influenced shopper (F value of 3.962, p = 003 < 0.05), and accounted for 22.6% of the changes in shopper behavior ( R 2 = 0.226). The study found that that contrary to the popular belief that consumers in developing countries put price before quality, in a situation like the corona virus pandemic which has direct effect on the consumers, quality of the products used for prevention comes first and the consumers will buy provided the product is of the right quality. The study found that shopper characteristics have a significant mediating effect on the relationship between government intervention measures and shopper behavior. The researchers recommend that government and other policy makers have relevant information about shopper behavior as a basis for implementing certain measures that may negatively influence their behavior and injure the economy. Keywords: Covid19 pandemic, operational issues, shopper behavior, consumer attitude DOI: 10.7176/JMCR/87-03 Publication date: October 31 st 2022

Conversations in Live Streaming Selling: A Case Study in China

As a new emergence of commercial activities, live steaming selling, which shares the characteristics of both live streaming and online shopping, has been developing rapidly with the prosperity of the Internet and the pervasive use of mobile electronic devices in recent years in China. Given that the consumption in live streaming selling is stimulated by the real-time interaction between live streamers (online sellers) and customers to a great extent, how live streamers construct their conversations in order to attract the audience and hold on to potential customers arouses research interests from linguists. To answer the call for more research on live streaming selling and to enrich the body of studies on discourse other than English, the present study aims at examining how trouble sources in live streaming conversations were taken advantage of to attract the audience as well as how sequences of speech were taken to emphasize the essential purpose of live streaming. The case study is based on the conversations between Li Jiaqi, the top live streamer in China, and Jin Jing, his guest, during a session of live streaming selling. The analysis reveals that a) different forms of repair were initiated skillfully by the two live streamers to create humor to attract more audience, and b) strategies of turn-taking were used smartly to get the topic back on the track of selling.

Shopper Purchasing Trends at Small Stores on the Navajo Nation since the Passage of the Healthy Diné Nation Act Tax: A Multi-Year Cross-sectional Survey

ABSTRACTBackgroundIn 2014, the Navajo Nation passed the Healthy Diné Nation Act (HDNA), which applies an additional 2% tax on unhealthy foods and beverages and a waiver of Navajo sales tax on healthy foods and beverages. However, the HDNA's impact on purchasing behavior has not been explored.ObjectivesWe assessed beverage and produce purchasing trends among shoppers at small Navajo stores between 2017 and 2019, shopper characteristics associated with buying water, and whether HDNA awareness was associated with purchasing behaviors.MethodsA total of 332 shoppers at 34 stores in 2017 and 274 shoppers at 44 stores in 2019 were surveyed to assess HDNA awareness and same-day purchasing of water, sugar-sweetened beverages (SSBs), fruits, and vegetables. Hypotheses were tested using chi-square analyses and multivariate analysis.ResultsWater purchasing among respondents increased significantly from 2017 to 2019 (24.4% to 32.8%; P = 0.03). Shoppers in 2019 were 1.5 times more likely to purchase water compared with 2017 (adjusted P = 0.01). There was a trend toward reduced SSB purchasing (85.8% in 2017, 80.3% in 2019, P = 0.068), while produce purchasing remained unchanged over time, at approximately 17%. Shoppers were more likely to buy water if they relied on that store for the majority of their groceries (P = 0.006) and if they did not have their own transportation to get to the store (P = 0.004). Most shoppers (56.6%) were aware of the HDNA; of these, 35.6% attributed healthier habits to the HDNA, most commonly buying more healthy drinks (49.2%), fewer unhealthy drinks (37.7%), more healthy snacks (31.1%), and fewer unhealthy snacks (26.2%).ConclusionsShopper habits at small stores located on the Navajo Nation have shifted towards healthier purchasing from 2017 to 2019. Shoppers who were aware of the HDNA reported purchasing more healthy and fewer unhealthy food and drinks as a result of this legislation.

Marketing Specialty Crops: Analyzing Perception and Determinants of Date Fruit Purchase Likelihood

While date fruits provide a good source of fiber, potassium, and antioxidants, demand for dates is lower than for other comparable fruits. Exploring consumers’ perceptions and purchase-related behavior of dates highlights how this tasty and nutritious product could be marketed more effectively. This study, surveying approximately 3,000 U.S. consumers of dried fruits, is the first to provide public findings on date marketing. Developing a conceptual framework, we identify shopping characteristics by accounting for e.g., product cues, socio-demographics, and shopping and consumption habits. Data on perception are analyzed using content analysis, and determinants of date purchase likelihood are investigated via probit models. Results show that consumers’ perceptions of dates are related to taste, texture, and health; consumers prefer the health properties and naturalness of dates. “Trusted Brand” and “Certified USDA Organic” are preferred packaging labels. Concerning usage patterns, consumers mainly use dates for snacking. Findings provide rich implications for successful date marketing.

Conceptualizing the Internet Compulsive-Buying Tendency: What We Know and Need to Know in the Context of the COVID-19 Pandemic

Over the past decade, new innovative products and services have been introduced into the marketplace using advanced technology. The enticement of new products lures consumers to buy compulsively. Because of the convenience and the characteristics of online shopping, it will increase the incidence of compulsive-buying behavior. Meanwhile, due to the fact that the COVID-19 pandemic is continuing to spread around the world, consumers may change their decision-making and behavior to shop online more frequently and intensively. The repetitive shopping online means more cardboard, delivery transportations, and vehicles and that more goods will be produced. It will result in an unfriendly result for the environment. Given the critical role of compulsive buying in the emerging Internet retail environment, it is necessary to develop and validate an instrument to measure the Internet compulsive-buying tendency (ICBT). Therefore, a rigorous measurement-scale-development procedure was applied to evaluate the initial 31 items. After two rounds of data collection and assessment, the final instrument contained 18 items that fall into four subconstructs: the tendency to spend online, feelings about online shopping and spending, dysfunctional online spending, and online post-purchase guilt. These factors can provide a basis for predicting tendencies toward Internet compulsive shopping and can be used to evaluate consumers’ abnormal behavior in online-shopping circumstances.

One size fits all? Segmenting consumers to predict sustainable fashion behavior

PurposeThis study segmented consumers by combining emotional and shopping characteristics to develop typologies that classify their consumption patterns and disposal behaviors.Design/methodology/approachTo identify segments of fashion consumers, an online questionnaire was administered measuring emotional and shopping characteristics, including perspective taking, empathic concern, personal distress, hedonism, and frugality. An online questionnaire involving 168 US-based participants were used to accomplish the purpose of the study. A cluster analysis was conducted to identify segments of participants based on these variables. Consumption patterns and disposal behavior, including motivation to buy environmentally friendly items, consciousness for sustainable consumption, buying impulsiveness, likelihood to follow fashion trends, and tendencies to dispose of or repair damaged or unwanted items were also measured via the questionnaire as dependent variables to be predicted by identified segments.FindingsThree clusters of consumers were identified as: Distressed and Self-Oriented, Warm and Thrifty, and Cold and Frivolous. Distressed and Self-Oriented individuals reported the highest levels of personal distress and hedonism. Warm and Thrifty individuals reported the highest levels of empathic concern, perspective taking and frugality, and the lowest levels of personal distress and hedonism. Cold and Frivolous individuals reported the lowest levels of perspective taking, empathic concern, and frugality.Originality/valueThe classification of consumers into segments brings a new dimension to the field of sustainable fashion. Clusters were created according to the variables of emotional characteristics (i.e. perspective taking, empathic concern, and personal distress) and shopping characteristics (i.e. hedonism and frugality). The analysis unveiled three distinct clusters that can be utilized to develop tailored strategies to successfully promote sustainable fashion consumption.

Effects of Chinese online shopping mall characteristics on impulse buying. : Around the adjustment effect of sales promotion

온라인 쇼핑에서 다양한 판매촉진은 소비자의 충동구매를 자극하는 주요 원인이 되고 있다. 따라서 각 인터넷 쇼핑몰은 개성과 특색을 살리고 소비자의 구매유도를 위한 다양한 판매촉진을 실시함으로써 소비자에게 구매의 만족과 즐거움을 주고자 다양한 노력을 하고 있다. 이에 본 연구는 중국 온라인 쇼핑몰의 특성이 충동구매에 미치는 영향에 대해 판매촉진 수단이 어떤 조절효과를 나타내는지를 분석하였다. 이를 위해 중국 천진 지역의 온라인 쇼핑 경험이 있는 여대생을 대상으로 2021년 2월 25일~ 3월 5일 기간에 모바일 설문조사를 실시하였다. 총 251부의 설문지 가운데 최종 246부를 분석에 사용하였다. 분석에는 spss25 및 AMOS25를 사용하였다. 분석결과는 다음과 같다. 첫째, 중국 온라인 쇼핑몰 특성은 편리성, 정보성, 할인성, 제품다양성 요인으로 분류되었다. 둘째, 충동구매를 요인분석 한 결과, 암시적 충동구매, 자극적 충동구매, 순수적 충동구매, 상기적 충동구매의 4개 요인이 추출되었다. 셋째, 중국 온라인 쇼핑몰의 판매촉진 요인분석 결과, 가격할인+증정품 요인, 경품추첨+1plus+마일리지요인, 쿠폰요인으로 분류되었다. 넷째, 중국 온라인 쇼핑 특성 가운데 편리성, 정보성, 할인성은 충동구매에 영향을 주는 것으로 나타났다. 다섯째, 온라인 쇼핑특성 가운데 편리성, 정보성, 할인성, 제품다양성은 암시적 충동구매, 자극적 충동구매, 순수 충동구매와 상관관계가 있는 것으로 나타났다.Various sales promotions in online shopping are a major source of impulsive buying by consumers. Therefore, each Internet shopping mall makes a lot of efforts to give consumers satisfaction and pleasure by promoting various sales to enhance their individuality and characteristics and induce consumers to purchase. In this study, the effect of online shopping malls in China on impulse buying was investigated. Accordingly, a mobile survey was conducted between February 25 and March 5, 2021 for female college students who had experience shopping online in Tianjin, China. The final 246 out of 256 questionnaires were used for analysis. SPSS25 and AMOS25 were used for te analysis. The analysis results are as follows. First, the characteristics of online shopping malls in China were classified as convenience, informability, discountability, and product diversity factors. Second, after analyzing the factors of impulse buying, four factors were extracted: implicit impulse buying, stimulating impulse buying, pure impulse buying, and above impulse buying. Third, according to the analysis of sales promotion factors of online shopping malls in China, it was classified as price discount + gift factor, prize draw + 1 plus + mileage factor, and coupon factor. Fourth, among the online shopping characteristics in China, convenience, informality, and discount ability affect impulse buying. Fifth, among the online shopping characteristics, convenience, informality, discount ability, and product diversity are related to implicit impulse purchases, stimulating impulse purchases, and pure impulse purchases.