Impact of video product presentation and scarcity claim on mobile-based impulse buying
effort expectancy; impulse buying behaviors; Mobile shopping app; scarcity claim; video product presentation
The introduction of mobile shopping apps has resulted in the growth of impulse buying or excessive compulsion, especially in the fashion industry. This paper aims to establish a relationship between app stimuli (including performance expectancy, effort expectancy, atmosphere, layout, and privacy and security) and impulse buying behaviour. Besides this, it also examines the moderating effects of the video product presentation and product scarcity claim and the mediating effects of impulse buying intention and user satisfaction. The study was carried out in two phases. In the first phase, a paired t-test analysis was carried out to compare the mean of each set. This was followed by multi-group structural equation modelling to check the models validity. The results show that while video product presentation produced a significant difference between impulse buying intention and impulse buying behaviour for both the male and female respondents, scarcity claims achieved positive results only for male participants. The SEM results, meanwhile, demonstrated that both the mediating variables bear a relationship to performance expectancy, privacy and security, and impulse buying behaviour. However, effort expectancy was only related to impulse buying intention, while atmosphere and layout were exclusively associated with user satisfaction. Based on the findings of the study, theoretical and managerial implications are presented. 2023 Korean Scholars of Marketing Science.
Gupta P.; Prashar S.; Parsad C.; Vijay T.S.
Journal of Global Scholars of Marketing Science: Bridging Asia and the World, Vol-33, No. 4, pp. 577-601.
Gupta P., Department of Marketing, Christ University, School of Business Management, Karnataka, Bengaluru, India; Prashar S., Department of Marketing, Indian Institute of Management (IIM) Raipur, Raipur, India; Parsad C., Department of Marketing, Indian Institute of Management (IIM) Bodh Gaya, Bihar, Gaya, India; Vijay T.S., Department of Marketing, Indian Institute of Management (IIM) Ranchi, Jharkhand, Ranchi, India