摘要：

This article explores the factors that influence the impulse buying intention of mobile cross-border imported ecommerce platform consumers based on the theories of environmental psychology and impulsive buying. The website characteristics of the mobile cross-border imported e-commerce platform are classified into economical, personalized, socialized and interesting by combining with previous research. The consumer' sentiment is divided into pleasure and arousal. 15 relevant hypotheses are proposed through theoretical derivation to build a conceptual model of consumers' impulse buying intention of mobile cross-border imported e-commerce platform,which provides a theoretical basis for follow-up empirical research.

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