Impact of Bundled Price Presentation the Online Consumers' Impulsive Buyer Behavior - Empirical Analysis Based on Variance Analysis

摘要

This paper makes an empirical study of the impact of bundled price presentation of new products on consumers' impulsive purchasing, based on domestic and foreign scholars' research on impulsive purchasing. In this article, questionnaire survey is adopted to define the separate pricing, co-pricing and free pricing of the common bundled prices on the FMCG end on the current e-commerce platform. Based on the background conditions of everyday consumption, the impact on consumers' impulse purchase is studied. The results of empirical research are as follows: Different methods of rendering bundled rate consumer impulse stimulation is different; Gender did not significantly stimulate impulse buying, nevertheless female were more emotional than male.