Examining the role of consumer impulsiveness in multiple app usage behavior among mobile shoppers

Chopdar, Prasanta Kr, Paul, Justin, Korfiatis, Nikolaos and Lytras, Miltiadis D. (2022) Examining the role of consumer impulsiveness in multiple app usage behavior among mobile shoppers. Journal of Business Research, 140. pp. 657-669. ISSN 0148-2963

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Abstract

Building on the stimulus-organism-response (S-O-R) theory, this study identifies and empirically tests the prominence of various technology-related, consumer characteristics, and situational variables (Stimuli) on fostering impulsive habits among mobile shoppers. We further examine the direct and indirect effects of consumer impulsiveness on the use of multiple shopping applications for online purchases. Data collected from 275 mobile shopping application (app) users through an online survey were analyzed using partial least square structural equation modeling (PLS-SEM). Results confirm the significant impact of mobility, personalization, product assortment, and hedonic motivation on impulsiveness, except the app's visual appeal. Impulsiveness was found to be strongly correlated with users' intention to install another shopping app, whereas consumers behavioral intention was a significant precursor of their multiple app usage behavior. The findings apprise managers of the role of impulsiveness in encouraging split loyalty among mobile shoppers and prescribe new strategies for sustained use of shopping platforms.

Item Type: Article
Additional Information: Publisher Copyright: © 2021 Elsevier Inc.
Uncontrolled Keywords: hedonic motivation,impulsive shopping habits,mobile shopping apps,personalization,stimulus-organism-response,switching behavior,marketing,sdg 12 - responsible consumption and production,sdg 8 - decent work and economic growth,3* ,/dk/atira/pure/subjectarea/asjc/1400/1406
Faculty \ School: Faculty of Social Sciences > Norwich Business School
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Depositing User: LivePure Connector
Date Deposited: 10 Mar 2022 10:30
Last Modified: 13 Mar 2022 07:31
URI: https://ueaeprints.uea.ac.uk/id/eprint/83972
DOI: 10.1016/j.jbusres.2021.11.031

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