Study of Influencing Factors on ConsumerOnline Impulse Buying

摘要

The convenience and anonymity of online shopping have stimulated people＇s impulse buying tendency. Impulse buying is notonly a competitive method for businesses, but also a crucial factor influencing sales of e-commerce. Based on a systematic reviewof literatures, this paper explores factors affecting the online impulse buying. Moreover, by using the S-O-R model, this paperdescribes the formation mechanism of the online impulse buying behavior. At Last, it points out issues worthy of future studies.For example, this paper suggests to take into consideration of sociocultural impact and to put more emphasis on empirical studies.