摘要中国的网络技术在这些年间飞速发展，电子商务由于是依靠网络平台建立起来的，也在飞速发展。在这一背景下，我国的网购市场达到了空前的繁荣局面。中国互联网络信息中心在2015年公布了一份数据，我国网络交易规模已经达到了3。8万亿元，比上一年同期增长了48%，截止到2015年12月，约有4。17亿人在网络平台上进行购物。83091

网络交易规模和网络购物用户规模的不断壮大必然会吸引更多的企业进入到网络市场中来，网络商家之间的竞争可想而知。要想在激烈的竞争中占得先机，网络商家必须要推出合理的促销手段从而吸引到网络消费者到自家网络平台进行购物。消费者冲动型购买行为不止存在于传统的消费环境中，网络消费中也同样存在，而且更多，因此，本文选择研究网络促销对消费者冲动型购买行为的影响。

    本文通过运用消费者冲动型购买行为、网络促销的相关理论知识，引入网站店面浏览这一中间量，从而提出自己的假设。然后通过就近对南理工学生发放调查问卷的方式收集数据，接着利用SPSS对收集到的数据进行分析整理，得到以下结论：网络促销行为可以提高网络店面浏览的数量，产生冲动型购买行为的可能性会随着网络店面浏览时间的增大而增大，这两个变量是呈正相关的关系。网络购买的便利性使得消费者在选择商品时更容易产生冲动型购买行为。最后，本文也提出了一些建议，希望网络电商能够采纳，从而在网络商城占据有利地位。

毕业论文关键词：冲动型购买行为；网络促销；网络店面浏览

毕 业 论 文 外 文 摘 要

Title    Research on the influence of network promotion on consumers'   impulse buying behavior                                               

Abstract In recent years, with the rapid development of Internet technology, the establishment of e-commerce in the network platform is also in rapid development。In this context, China's Internet market has developed into an important part of the shopping market。China Internet Network Information Center in 2015 announced a data, transaction of our network scale has reached three trillion and eight hundred billion yuan, an increase of 48% compared to the same period last year, by the end of December 2015, about four hundred and seventeen million people on the network platform for shopping。

  Online transaction size and the growing size of online shopping users is bound to attract more enterprises to enter the network market, the competition between the network merchants can be imagined。 In order to take the initiative in the fierce competition, network businesses have to launch a reasonable means of promotion to attract network consumers to their own network platform for shopping。 Consumer impulse buying behavior not only exist in the traditional consumer environment, network consumption also exists and more, therefore, this paper chooses research network promotional effect on consumer impulse buying behavior。

  Through use of consumer impulsive buying behavior, the relevant theoretical knowledge of network promotion, into the web site in store browsing this alternative, so as to put forward my own assumptions。, And then through the nearby Nanjing University of Science and Technology student questionnaire survey to collect data,then use SPSS to analyze the relevant data, get the following conclusions:network promotion can improve the number of online store browsing, the possibility of impulse buying behavior will increase with the increase of online store browsing time, the two variables are positive correlation。 The convenience of the Internet makes it easier for consumers to generate impulsive buying behavior when choosing goods。 Finally, this paper also put forward some suggestions, hoping to adopt network electricity suppliers, which occupy a favorable position in the network mall。