A Study into the Effect of Mobile Shopping Situational Factors on Impulsive Purchasing Intention

Abstract

Abstract:

The popularity of mobile shopping makes shopping behavior no longer limited by time and space, so impulse purchase is more commonly seen nowadays. However, consensus has not been reached regarding how impulse purchase emerges as a phenomenon, thus making it difficult to promote consumers' purchase behavior. This paper aims to explore how consumers' impulse purchase intentions are affected in the context of mobile shopping. For this purpose, the research proposes three mobile situation factors:personalized recommendation, visual appeal and system usability. They have a positive impact on impulse purchase intention by influencing perceived arousal and perceived enjoyment. The experimental method is used for data collection and hypothesis testing. All the hypotheses are supported. And the theoretical value of the model of "mobile environment stimulation-consumer emotion-impulse purchase intention" is confirmed. Based on the conclusion, management suggestions are proposed for mobile shopping merchants from the perspective of improving consumers' shopping experience and expanding marketing.

Key words: mobile shopping, situational factors, impulse purchase

Zhang Wei, Yang Ting, Zhang Wukang. A Study into the Effect of Mobile Shopping Situational Factors on Impulsive Purchasing Intention[J]. , 2020, 32(2): 174-183.

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