International Journal of Management and Applied Science (IJMAS)
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Volume-4,Issue-8  ( Aug, 2018 )
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Statistics report
Nov. 2018
Submitted Papers : 80
Accepted Papers : 10
Rejected Papers : 70
Acc. Perc : 12%
Issue Published : 54
Paper Published : 3316
No. of Authors : 6857
  Journal Paper




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

Author :Wuju-Chuan, Zhuang,Ya-Lan

Article Citation :Wuju-Chuan ,Zhuang ,Ya-Lan , (2018 ) " Understanding Impulse Buying Behavior in Mobile Commerce: Stimulus-Organism-Response " , International Journal of Management and Applied Science (IJMAS) , pp. 62-66, Volume-4,Issue-4

Abstract : 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.

Type : Research paper

Indexed : Google Scholar


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