Research on Influencing Factors of Impulsive Buying in Online Shopping Environment Bases on Perspective of a Payment Method

摘要

As a widespread consumption mode, impulsive purchase behavior has always been the focus of consumer behavior scholars. From the perspective of payment method, this paper introduces consumer sentiment as an intermediary variable, studies the influencing factors of impulsive purchase behavior in the online shopping environment, and explores the relationship mechanism between the three. Through the empirical analysis, this paper obtains the marketing suggestions to optimize the payment mode of online shopping platform and promote the positive emotions of consumers by using marketing stimulation.