Can the Adjustment of Consumer Finance Credit Line Cause Impulse Purchase? --An Analysis from the Perspective of E-commerce Promotion
Consumer finance has penetrated into peoples daily life, especially in the field of e-commerce online shopping.In order to stimulate consumers desire to buy, adjusting credit line has become the marketing strategy of many merchants.However, little research has been done on whether this method can really cause consumers to buy impulsively.This paper discusses the relationship between the credit line adjustment of e-commerce consumer finance and the impulse purchasing desire of consumers in the context of online sales promotion in the double eleven shopping festival.In this research, data is collected by adopting simulated methods, and the data is analyzed through the SPSS.The research result shows that the increase of the consumption finance credit line positively affects the consumer impulse purchasing desire, and positive emotion has mediating effect;the results of this research can help e-commerce platforms to manage the credit line reasonably and formulate effective marketing strategies to enhance its competitiveness in the online market.
Consumer Finance Credit Line Impulse Purchase Positive Emotion
Hong Peng Yushan Yusufujiang
Institute of business administration, Zhongnan University of Economics and Law, China
国际会议
The Seventeenth Wuhan International Conference on E-Business(第17届武汉电子商务国际会议)
武汉
英文
243-251
2018-05-25（万方平台首次上网日期，不代表论文的发表时间）