Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing

•Portability, visual appeal and interpersonal influence are key situation factors affecting consumers’ urge to buy impulsively.•Hedonic browsing has a significant influence on consumers’ urge to buy impulsively.•Utilitarian browsing has an indirect influence on urge to buy impulsively via hedonic br...

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Published inInternational journal of information management Vol. 48; pp. 151 - 160
Main Authors Zheng, Xiabing, Men, Jinqi, Yang, Feng, Gong, Xiuyuan
Format Journal Article
LanguageEnglish
Published Kidlington Elsevier Ltd 01.10.2019
Elsevier Science Ltd
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Abstract •Portability, visual appeal and interpersonal influence are key situation factors affecting consumers’ urge to buy impulsively.•Hedonic browsing has a significant influence on consumers’ urge to buy impulsively.•Utilitarian browsing has an indirect influence on urge to buy impulsively via hedonic browsing. Growing evidence shows that mobile commerce will increase consumers’ impulse buying behavior. However, existing study examining the impact factors on individuals’ impulse buying in mobile commerce is limited. Drawing on stimulus-organism-response (S-O-R) paradigm, this study focuses on situation factors and reaction factors in mobile commerce to examine impulse buying. Building on prior literature of browsing and motivation theory, this study views hedonic browsing and utilitarian browsing as two key drivers on impulse buying in mobile commerce. This study adopts partial least squares estimation to analyze the data obtained from an online questionnaire. Two main findings emerge. First, three situation factors (portability, visual appeal and interpersonal influence) differently affect hedonic browsing and utilitarian browsing. Second, hedonic browsing directly and positively influences consumers’ urge to buy impulsively, whereas utilitarian browsing indirectly influences consumers’ urge to buy impulsively through hedonic browsing. Discussions, limitations, and implications are also presented in the paper.
AbstractList •Portability, visual appeal and interpersonal influence are key situation factors affecting consumers’ urge to buy impulsively.•Hedonic browsing has a significant influence on consumers’ urge to buy impulsively.•Utilitarian browsing has an indirect influence on urge to buy impulsively via hedonic browsing. Growing evidence shows that mobile commerce will increase consumers’ impulse buying behavior. However, existing study examining the impact factors on individuals’ impulse buying in mobile commerce is limited. Drawing on stimulus-organism-response (S-O-R) paradigm, this study focuses on situation factors and reaction factors in mobile commerce to examine impulse buying. Building on prior literature of browsing and motivation theory, this study views hedonic browsing and utilitarian browsing as two key drivers on impulse buying in mobile commerce. This study adopts partial least squares estimation to analyze the data obtained from an online questionnaire. Two main findings emerge. First, three situation factors (portability, visual appeal and interpersonal influence) differently affect hedonic browsing and utilitarian browsing. Second, hedonic browsing directly and positively influences consumers’ urge to buy impulsively, whereas utilitarian browsing indirectly influences consumers’ urge to buy impulsively through hedonic browsing. Discussions, limitations, and implications are also presented in the paper.
Growing evidence shows that mobile commerce will increase consumers' impulse buying behavior. However, existing study examining the impact factors on individuals' impulse buying in mobile commerce is limited. Drawing on stimulus-organism-response (S-O-R) paradigm, this study focuses on situation factors and reaction factors in mobile commerce to examine impulse buying. Building on prior literature of browsing and motivation theory, this study views hedonic browsing and utilitarian browsing as two key drivers on impulse buying in mobile commerce. This study adopts partial least squares estimation to analyze the data obtained from an online questionnaire. Two main findings emerge. First, three situation factors (portability, visual appeal and interpersonal influence) differently affect hedonic browsing and utilitarian browsing. Second, hedonic browsing directly and positively influences consumers' urge to buy impulsively, whereas utilitarian browsing indirectly influences consumers' urge to buy impulsively through hedonic browsing. Discussions, limitations, and implications are also presented in the paper.
Author Gong, Xiuyuan
Men, Jinqi
Zheng, Xiabing
Yang, Feng
Author_xml – sequence: 1
  givenname: Xiabing
  surname: Zheng
  fullname: Zheng, Xiabing
  email: xzheng@gmail.com
  organization: School of Management, University of Science and Technology of China, #96 JinZhai Road, Baohe District, Hefei, Anhui, 230026, PR China
– sequence: 2
  givenname: Jinqi
  surname: Men
  fullname: Men, Jinqi
  email: menjinqi@mail.ustc.edu.cn
  organization: School of Management, University of Science and Technology of China, #96 JinZhai Road, Baohe District, Hefei, Anhui, 230026, PR China
– sequence: 3
  givenname: Feng
  surname: Yang
  fullname: Yang, Feng
  email: fengyang@ustc.edu.cn
  organization: School of Management, University of Science and Technology of China, #96 JinZhai Road, Baohe District, Hefei, Anhui, 230026, PR China
– sequence: 4
  givenname: Xiuyuan
  surname: Gong
  fullname: Gong, Xiuyuan
  email: gxiuyuan@njnu.edu.cn
  organization: School of Business, Nanjing Normal University, #1 Wenyuan Road, Qixia District, Nanjing, Jiangsu, 210023, PR China
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Snippet •Portability, visual appeal and interpersonal influence are key situation factors affecting consumers’ urge to buy impulsively.•Hedonic browsing has a...
Growing evidence shows that mobile commerce will increase consumers' impulse buying behavior. However, existing study examining the impact factors on...
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SubjectTerms Browsing
Buying
Commerce
Consumers
Impulse buying
Mobile commerce
Motivation theory
S-O-R paradigm
Visual aspects
Title Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing
URI https://dx.doi.org/10.1016/j.ijinfomgt.2019.02.010
https://www.proquest.com/docview/2290892277
Volume 48
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