Paper Title
Understanding Impulse Buying Behavior in Mobile Commerce: Stimulus-Organism-Response

This study aims to reveal the impulse buying behavior from stimulus to response in mobile commerce. On basis of the structure of stimulus–organism–response theory, we explored the relationships between the attributes of mobile commerce and internal evaluation, which inspires consumers to exhibit impulse buying behavior. In particular, the moderating effect of gender and time pressure on the relationship between internal evaluation and impulse buying behavior were investigated. The study involved 427 samples that were collected from experienced users of mobile shopping technology. Structural equation modeling was employed for analysis. The results revealed that personalization, convenience, and push technology are major factors that produce positive emotion in consumers. In addition, impulse buying behavior in mobile commerce is influenced by positive emotion. Furthermore, gender and time pressure were adopted as moderators to measure the moderating effect. In this study, we found that the attribute of mobility is more important to men, whereas the attribute of convenience is more important to women. The results also indicated that consumers with high time pressure exhibit more impulse buying behavior. Keywords - Impulse Buying Behavior, Mobile Commerce, Gender, Time Pressure, S-O-R theory.