Social media, represented by WeChat and micro-blog, has become an indispensable communication tool for human beings. The social media advertising that extends in this environment has also become the focus of enterprise marketing. Based on the brand attitude as the intermediary variable, this paper studies the influence of advertising appeal on the purchase intention under the socialized media environment, and tries to clarify the influence mechanism between the advertising appeal and the consumer purchase intention. Through the related literature, we find out the relationship between the advertising appeal and the brand state and the purchase intention. Put forward relevant research proposals, to enterprises in the social media environment advertising marketing pointed out a new direction.

Based on the relevant literature, this paper study the impact of online shopping return policy on consumer purchase behavior from the dimension of return policy, consumer perception, consumer purchase behavior and so on. In the online shopping environment, the return problem between retailers and consumers is more obvious. Based on the researching achievements of predecessors, return policy can be divided into three dimensions: return cost, return time limit and efforts. Consumer psychological perception of return policy is based on the traditional consumer perception, which can be summarized into three aspects: perceived risk, perceived quality and perceived fairness. In the online shopping environment, the consumer purchase behavior is still a specific research and in-depth discussion. The return policy, as the key information between the two decision points, is of great importance to consumers' purchase and return behaviors. Keywords:Online shopping, Return policy, Perceived risk, Perceived quality, Perceived fairness, Consumer purchasing behavior IntroductionIn recent years, the rapid development of the Internet, mobile phones, tablet computers and other electronic devices has changed the way people shop. Online shopping has become the main stream of people's consumption. Online shopping has changed the traditional way of shopping, brought us great convenience, but there have been some noteworthy issues. According to relevant media reports, in November 11, 2015, even though the day trading volume of up to 91 billion, there are 63% return rate. Different from the traditional shopping, consumers cannot understand the characteristics of the product directly in the network environment, and it is easy to misunderstand the graphic description of the item. Consequently, the return rate increased.The problem of online shopping return is becoming more and more obvious, which has become an important factor in consumer shopping experience and business management. Those problems are uncommon in the traditional shopping model, which need to improve in the consumer behavior theoretic-which has become the focus of research scholars. Based on the relevant literature, this paper studies the impact of online shopping return policy on consumer purchase behavior from the dimension of return policy, consumer perception, and consumer purchase behavior. Dimension of Return PolicyAs the main strategy in the field of logistics and supply chain management, the return policy is the competitive means for the manufacturer to manage the retailer effectively. The traditional return problem can be classified into two categories: one is the return problem between the retailer and the supplier, and the other is the return problem between the retailer and the consumer. The earliest research on return policy is based on the traditional purchasing environment, Fornell and Wernerfelt (1987) believe that liberal return policy can improve customer loyalty and positive word-of-mouth. Therefore, enterprise should regard the return policy as ...

With the development of Internet technology, increasing numbers of people would like to have clothes that are customized to meet their personalization requirements. The purpose of this study is to explore how visual-audio merchandising elements affect consumers’ impulsive purchase intentions in apparel e-customization. There are five dimensions to visual-audio merchandising elements, i.e. the perceived visual-audio of environmental atmosphere, the perceived visual of apparel attributes, the perceived visual-audio of apparel presentation effects, the perceived visual of fashion information, and the perceived visual of service information. Supported by the stimulus-organism-response model, a theoretical model is constructed with positive emotion as the mediating variable. The exploratory and confirmatory factor analysis, reliability analysis, regression analysis, and mediating effect test are adopted to analyze 361 valid datasets. The application and feedback are conducted as well. The findings indicate that (a) visual-audio merchandising elements, perceived visual-audio of environmental atmosphere, perceived visual of apparel attributes, perceived visual of fashion information, and perceived visual of service information positively influence impulsive purchase intentions; (b) perceived visual-audio of apparel presentation effects have no direct significant effect on impulsive purchase intentions; (c) visual-audio merchandising elements, perceived visual-audio of environmental atmosphere, perceived visual of apparel attributes, perceived visual-audio of apparel presentation effects, perceived visual of fashion information, and perceived visual of service information positively influence positive emotion; (d) positive emotion positively influences impulsive purchase intentions; and (e) positive emotion mediates the relationship between visual-audio merchandising elements and impulsive purchase intentions. The quality of technology and service should be considered by brand managers. The findings contribute to fashion brand e-customization and online shopping strategies and provide suggestions on consumers’ impulsive purchase intentions.

The conversion rate is the core of e-commerce sites, and web experience is one of the most important factors of web conversion. A good web experience can bring consumers with trust and confidence, so that improve the income and profitability of the e-commerce business. This paper reviews the theory of web experience, the consumers' purchasing intention and other related theories. In this study, we systematically analyze the definition, measurement, evaluation system and application status of web experience, and discusses the relationship between web experience and consumers' purchasing intention. Research shows that the web experience is the weight of web design to the decision-making factors, the existing research on the web experience's definition, composition there are different, resulting in web experience measurement and evaluation different; web experience measurement methods and quantitative evaluation methods have yet to be improved. According to previous research, we summarize the shortcomings of current web evaluation and provide a direction for future research on web experience and consumers' purchasing intention.

No abstract