Consumer impulse buying in Hungary: A CB-SEM analysis of Hungarian consumer behaviour towards mobile short video applications based on a Chinese reference model

Mobile Short Video Applications are becoming increasingly popular worldwide. The appropriate content can shape, improve or change consumers' purchasing decisions. This paper examines the attitudinal differences in impulse buying related to the use and acceptance of MSAs by adapting a model already validated in China to Hungarian users. The analysis was conducted using Covariance-Based Structural Equation Modelling (CB-SEM). A structured questionnaire survey of 283 respondents in Hungary shows that the Chinese model cannot fully be applied to Hungary. A major difference between the results of the two models is that in the Hungarian model, perceived expertise shows a positive relationship with flow experience. This indicates that video makers - in the case of Hungarian videos - should produce content including introductory information and the operation of the product. The results suggest that in the case of MSA use in Hungary, perceived expertise affects impulse buying indirectly, but flow experience directly. Flow experience is only influenced by perceived expertise (β = 0.31, ρ < 0.05), with an explained variance of 10%. Flow experience (β = 0.46, ρ < 0.05) with its direct effect on impulse buying behaviour accounts for 21% of the variance. Hungarian and Chinese MSA users have different preferences in terms of content, thus the results provide important information for both international short video creators and companies entering the international market.