Abstract: Based on S-O-R model (stimulation-body-reaction) and consumer perception value theory, the impact of online merchants' pricing discounts and online reviews on consumer impulse buying was studied under the background of the Internet. The results of empirical analysis show that the impact of price discount on consumer impulse buying behavior is not significant for the respondents in this study, and online reviews (quality and quantity) have positive influence on consumer's perception value and impulse buying behavior.