The Impact of Online Promotions on Online Impulsive Buying Behavior: Mediating Effects of Perceived Value, Positive Emotion, and Moderating Effects of Online Reviews

Abstract

The expansion of China's online shopping market has built a new business online promotion model and changed the online shoppers' consumption behavior. There was little research done concerning the impact of promotions on impulsive buying behavior and exploring the mediating effects of perceived value and positive emotion and the moderating effect of online reviews, in the context of online promotions of China. The data were collected from 330 individuals in China, providing their online shopping experience for the proposed research model. The conclusions showed that online promotions positively impacted on online impulsive buying behavior. Perceived value and positive emotion played a mediating role between online promotions and online impulsive buying behavior respectively, but online reviews didn't play a moderating role. These findings are expected to help online shopping enterprises design their online promotions programs.