3 Conceptual Model and Study Design
3.1 The proposal of Research Hypothesis
3.1.1 Hypothesis on the Influence of External Stimuli and Personal Characteristic on Active emotions
1 Hypothesis on the Influence of Products Information on Active Emotions
After a series of empirical research, WANG QingSen(2008) showed that Chinese consumers tend to choose the store which provides more products information when they were shopping online.

In the online shopping process, consumers can’t perceive the product quality through close touching and feeling. Thus, they can only get to know the products by pictures and description.

Therefore, the research makes the following hypotheses:

H1a：Abundant information of products has positive effects on stimulating consumers’ active mood.
2 Hypothesis on the Influence of Price Discounts on Active emotions
Biswas & Burton (1993) pointed out that price discounts made consumers felt that they earned a special offer. If they didn’t purchase the product, they would have the feeling that it would be a loss or that I earned a special offer but I lost the chance.

Tversky A (1979) proposed that consumers were all loss aversion and that they would purchase the product in order to obtain the economical save generated by the discounts.

Chuang & Kung (2005) claimed that among all potential factors stimulating consumers’ intention of purchasing, price stimulus was the most persuasive in consumers’ impulsive purchasing behaviors. In addition, price discount is the most common means in price stimulus.

Yan Qiaoli (2008) argued that when encountered sudden discounts in a limited quantity and time, consumers were more likely to fall into the feeling that they would not have the second chance if lose this chance. In particular, the unexpected price discounts is most likely to stimulate the impulsive purchasing behavior.