Intrinsic motivations affecting millennial mobile impulsive shopping in emerging markets during the COVID-19 pandemic

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.

Extrinsic and intrinsic motives: panic buying and impulsive buying during a pandemic

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.