Pure and suggestive impulse buying in mobile shopping app: shopping pattern of young consumers

Title

Pure and suggestive impulse buying in mobile shopping app: shopping pattern of young consumers

Creator

Gupta P.; Prashar S.; Parsad C.

Description

Purpose: This study differentiates pure impulse buying behaviour from suggestive impulse buying behaviour in using mobile shopping applications (apps). This study aims to assess the moderating effects of instant discount and cashback promotional offers along with the mediating effects of impulse buying intention (IBI) and user satisfaction (US), using the app stimuli (performance expectancy, effort expectancy, layout, atmosphere, privacy and security). Design/methodology/approach: The study was done in three stages: analysis of variance, followed by structural equation modelling (SEM) and paired t-tests. Findings: The results showed that instant discounts and cashback offers are different from each other for the mediating variable IBI. The SEM results for pure impulse buying showed that, except for layout, the remaining variables have a positive relationship with IBI. For suggestive impulse buying, effort expectancy and layout were significantly related to both the mediating variables. Finally, pure and suggestive impulse buying behaviour showed significant differences. Originality/value: Previous studies have looked into impulse buying in its generic sense and not through the types of impulse buying they were measuring. As impulse buying behaviour is a predominant theme for discussion today, marketing professionals and researchers must comprehend the impact of app stimuli in the context of select types of impulse buying behaviour. 2024, Emerald Publishing Limited.

Source

Young Consumers, Vol-25, No. 6, pp. 824-850.

Date

2024-01-01

Publisher

Emerald Publishing

Subject

Impulse buying intention; Mobile application; Pure impulse buying behaviour; Suggestive impulse buying behaviour; User satisfaction

Coverage

Gupta P., Department of School of Business and Management, Christ University, Bangalore, India; Prashar S., Department of Marketing, IIM Raipur, Raipur, India; Parsad C., Department of Marketing, IIM Bodh Gaya, Bodh Gaya, India

Rights

Restricted Access

Relation

ISSN: 17473616

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.1108/YC-11-2023-1911

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85197682907&doi=10.1108%2fYC-11-2023-1911&partnerID=40&md5=e8cd88d0af67562f4aa85544346efb24