ABSTRACT
Purpose: This study examines intrinsic motivations and antecedents that affect millennial mobile impulsive shopping in markets with the technology acceptance model (TAM) during the COVID-19 pandemic. Design/methodology/approach: The study has been conducted by collecting data from 367 regular mobile shopping millennials, which was analyzed by structural equation modeling. Findings: The findings reported that the perceived ease of use correlates positively with perceived usefulness. Similarly, perceived ease of use, usefulness, perceived utilitarian value and hedonic value significantly impacts shoppers' trust and attitude toward impulsive mobile shopping. Perceived trust was found to exhibit a positive association with mobile shopping. Finally, perceived usefulness, ease of use, utilitarian value, hedonic value, trust and attitude significantly positively impacted millennials' impulsive mobile shopping. Practical implications: This study's results will help e-retailers establish novel techniques and efforts to enhance market volume and build solid connections with mobile customers by ensuring secure purchase habits. The results would also help companies develop customer satisfaction-focused business strategies. Originality/value: This study contributes to the body of literature by finding a significant impact of attitude, trust and shopping values on impulsive mobile shopping. These constructs have not been explored as factors impacting mobile impulsive shopping, especially when it comes to a pandemic. © 2023, Emerald Publishing Limited.
ABSTRACT
Purpose: The present study operationalizes and tests the impact of extrinsic (store environment, promotional activities) and intrinsic (hedonism, materialism) variables on impulsive buying during the COVID-19 period. It also considers the dual-factor approach (panic and impulsive buying tendency) using the "Stimulus-Organism-Response” approach and "Dual-Factor Theory”. Design/methodology/approach: Purposive sampling was used to obtain data from 362 responses from retail shoppers and analyzed by path analysis. The moderation of novel constructs (scarcity and COVID-19 pandemic) examines the backdrop of retail impulse shopping. Findings: The store environment has a detrimental effect on panic and impulsive buying. Promotional activities have a beneficial effect on impulsive buying tendency. Similarly, hedonism and materialism have a substantial positive effect on panic and impulsive buying tendencies. Between stimulus (intrinsic and extrinsic) and response variables, organism factors (panic and impulsive buying inclinations) influenced positively (impulsive buying);in terms of moderation, scarcity and the COVID-19 pandemic exhibit substantial moderation between organism and response. Originality/value: The results contribute substantially to the existing domain of customers' panic and impulsive purchasing behavior for the scarcity of essential items during the COVID-19 epidemic. Research in this field is limited, varied and inconclusive. New insights were obtained as this research blends the "Stimulus-Organism-Response” and Dual factor theories. © 2022, Emerald Publishing Limited.
ABSTRACT
Purpose: In an emerging market, understanding shoppers' behavior in an online market is essential to developing online retail strategies. This research study examines the effects of intrinsic factors, namely, perceived utilitarian, hedonic value, materialism, fashion interest and enjoyment, on impulsive online shopping with mediating role of trust and online shopping attitude in the Indian emerging market. Design/methodology/approach: Data are collected from 443 Indian respondents, using purposive and snowball sampling. The data were analyzed using the IBM Statistical Product and Service Solutions (SPSS) and Analysis of Moment Structures (AMOS) package using structural equation modeling. Findings: The results showed that perceived utilitarian, hedonic value, materialism and enjoyment factors significantly impacted perceived trust and online shopping attitude, but fashion interest had no effect. Mediating factors positively impacted impulsive online shopping and showed a significant association between intrinsic factors and impulsive online shopping. Research limitations/implications: The geographical area of study was limited to only India. Consequently, the findings and conclusions of the study had their limits. The research used the information continuum with a purposive and snowball approach that does not necessarily generalize the findings of the analysis. This work looked at factors stimulating the impulsive online shopping pattern of Indian shoppers in an emerging market. Practical implications: This research would help e-retailers develop new strategies and plans to increase sales volume and create strong relationships with online customers by providing trustworthiness and security in buying practices. Social implications: This study helps to understand the consumer impulsive buying during coronavirus disease 2019 (COVID-19), and it helps e-retailers to adopt a new online store to draw the attention of the consumers and enhance their online sales. Originality/value: In this COVID-19 situation, this study explores the inherent factors influencing impulsive online shopping in the emerging Indian market. As a result, it contributes to visual identity literature by expanding the field of impulsive online shopping behavior. © 2021, Emerald Publishing Limited.