Consumers' Impulsive Buying Behavior in Online Shopping Based on the Influence of Social Presence

Abstract

The rapid development of online shopping has contributed to marketing strategy. Social presence plays an important role in the field of marketing. Therefore, this paper studies the influence of social presence on online impulse buying. The key marketing strategy is that consumers make impulsive buying behavior in online shopping. This paper proposes a research scheme for an impulsive buying sharing model based on user features and an article studied before which has some factors presented. The model is evaluated on a data analysis based on SPSS24.0 and AMOS23.0. The results show that the main factors such as interactivity, vividness, and media richness, all have positive effects on social presence. Therefore, in the variable relationship, social presence has a direct impact on impulsive buying behavior. This result has a theory contribution on the marketing theory model which also has an important practice significance in marketing strategy for enterprises.