Study of the Influencing Factors of Social Media on Sichuan College Students in Online Impulse Purchase Intention

Abstract

An impulse or motivation buy is a simple buy, where the choice to purchase an item is made only a moment before the genuine bargain is done. Online retailers are excellent since they can reach clients through social media. Web-based life is one primary factor in all by which a retailer can impact the clients and raise the motivation purchasing. Technology enables the customer to explore items, name them, and reprimand them in level with measure; the sky is the limit. Subsequently, social media platforms have pages on interpersonal organizations to supplement the data held about items, controlled by the buyer's input about things through the influencing factors of perceived reaction, channel trust, and perceived risk to impulsive purchase. The three research objectives are; to investigate the overall situation of online impulse purchase intention of Sichuan college students, to explore the effect of social media channels relating to the influencing factors to impulse purchase of college students, and to suggest the control in impulse purchase intention for college students.