S. Prashar, Priyanka Gupta, C. Parsad, T. S. Vijay
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引用次数: 3
Abstract
With the exponential growth of smart phone users, mobile applications (apps) have become an essential platform for electronic retailers. Considering the research gap in the existing literature on shoppers' impulsiveness in the context of mobile medium, the present study investigates the effect of various antecedents in triggering impulsiveness in mobile apps shopping and inducing continuous purchases. The pioneer study used the structural equation modelling to test the hypothesised research model. It is observed that antecedents like effort expectancy, apps atmosphere, user experience and user satisfaction, price and discount have influence on impulse buying intention of shoppers. The study also confirms the moderating role of 'pay-more-get-more' promotional offers. The paper concludes with theoretical and managerial implications.
期刊介绍：
The world of mobile communications is not a trend, but a phenomenon. IJMC, a fully refereed journal, publishes articles that present current practice and theory of mobile communications, mobile technology, and mobile commerce applications. Topics covered include Integrated mobile marketing communications Wireless advertising/CRM Telematics, pervasive computing Incoming/outgoing wireless links Location management Diffusion, security, efficacy, interaction/integration Metric mobile business enterprises PDAs in services delivery M-/u-business models, m-/u-commerce Digital office, groupware, roomware Mobile ad hoc networking, wireless information assurance Nomadic/portable communications Cross-cultural mobile communications Teaching mobile communication applications Mobile/handheld devices in the classroom, tele-learning.
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