Online Shopping Experience and Online Impulse Buying: A Perspective of Young Online Consumers in Guizhou, China
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Abstract
This study aims to explore the influence of online shopping experience on online impulse buying based on online shopping environment. Because the Internet and online shopping have become integral to people's lives, the rapid development of the Internet has penetrated every aspect of people's lives. In this study, 420 online questionnaires were distributed to Chinese college students to explore the influence of online shopping experience on online impulse buying. The results from multiple regression analysis show that online shopping experience (interactivity, informativeness, visual engagement, navigation and search ease, enjoyment, and flow experience) significantly affects online impulse buying. Finally, it complements and expands previous studies, enriches existing theories, and promotes the development of related theoretical studies. This study has important reference value for shopping website operators who want to understand online consumer behavior better, design websites, formulate online marketing strategies, and conduct sustainable online marketing.
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