Journal of Marketing Science ›› 2015, Vol. 11 ›› Issue (2): 118-132.

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Effect of Product Type and Time Pressure on Consumers’ Online Impulse Buying Intention

Zhao Zhanbo, Du Xiaomeng,  Liang Fan, Zhu Xiaoming   

  1. Zhao Zhanbo, Schoold of Software & Microelectronics, Peking Universty.
    Du Xiaomeng, Beijing Baifendian Information Technology Inc..
    Liang Fan, Schoold of Software & Microelectronics, Peking Universty.
    Zhu Xiaoming, Central University of Finance and Economics.
  • Online:2015-06-01 Published:2015-08-28


Impulse buying has been the focus of attention in the marketing. With the rise of online shopping, online impulse buying phenomenon becomes increasingly serious. The relevant literature is rarely in an online environment, the impulse buying behavior discussed. This paper explores the impact of the type of product and time pressure on consumer online impulse buying intention; this is a relatively new issue in the domestic marketing academics. In this study, the experimental method was adopted to explore the impact of consumer online impulse buying tendencies, the departure from the type of product and the time pressure. The results show that low-involvement emotional products stimulate consumer online impulse buying tendencies. At the same time, there is an interaction effect between time pressure and product type, that is, under the influence of time pressure, low-involvement emotional products to enhance the consumer online impulse buying tendency is more significant.

Key words: Online Impulse Buying, Product Type, Time Pressure