Title: Examining the impact of mobile app features on impulsiveness: the moderating role of 'pay-more-get-more' promotion
Authors: Sanjeev Prashar; Priyanka Gupta; Chandan Parsad; T. Sai Vijay
Addresses: Indian Institute of Management (IIM) Raipur, Old Dhamtari Road, Sejbahar, Raipur-492015, Chhattisgarh, India ' Indian Institute of Management (IIM) Raipur, Old Dhamtari Road, Sejbahar, Raipur-492015, Chhattisgarh, India ' Rajagiri Business School, Rajagiri Valley P.O., Kakkanad, Kochi, Kerala 682039, India ' Indian Institute of Management Ranchi, Suchna Bhawan, Audrey House Campus, Meur's Road, Ranchi, Jharkhand, 834008, India
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.
Keywords: mobile application; impulse buying intention; effort expectancy; apps atmosphere; user satisfaction; user experience.
International Journal of Mobile Communications, 2019 Vol.17 No.5, pp.560 - 578
Received: 06 Jun 2017
Accepted: 24 Jun 2018
Published online: 23 May 2019 *