A Study On Factors Influencing Consumers’ Impulse Buying Intention In The Mobile Shopping Context

Impulse buying is prevalent in both in-store shopping context and online shopping context,so most consumers have experiences of impulse buying.Since China mobile 4G network put into commercial application in 2013,consumers have been shifting their access to Internet as well as online shopping channel from traditional network to mobile network.As Mobile shopping can not only significantly reduced spatio-temporal constraint in shopping process,but also provide consumers with exclusive services and situational services based on the difference of each consumer and their situation.It is not difficult to infer that consumers who are in the mobile shopping context will have stronger impulse buying intention and higher probability to commit impulse buying than those who are in the traditional online shopping context.Thus,it is necessary for us to figure out what factors can influence consumers’ impulse shopping intention in mobile shopping context,whether consumers’ personalities can influence their impulse shopping intention and what the mechanism is.According to the characteristics of mobile shopping context,this study constructs a structural equation modeling of influencing factors on impulse buying intention based on a stimulus-organism-response(S-O-R)model and empirical analyze data collected from mobile shopping consumers.The main research contents include:(1)measure online reviews(including quality and quantity of reviews)and consumers’ personalities(including impulse buying trait and smart-phone dependency)and study their influence on consumption emotions(including pleasure and arousal);(2)study the effect of consumption emotions on mobile shopping consumers’ impulse buying intention;(3)study the impact mechanism of online reviews and consumers’ personalities on mobile shopping consumers’ impulse buying intention.According to the investigation and empirical analysis of 328 mobile shopping consumers,this paper finds that(1)online reviews have a positive impact on consumption emotions.Specifically,online reviews’ quality has a positive impact on arousal and online reviews’ quantity has a positive impact on pleasure.Consumers’ gender moderates the relationship between online reviews’ quantity and pleasure.The mood swings of female mobile shopping co nsumers are more obvious than those of male mobile shopping consumers;(2)consumers’ impulse buying trait has positive influence on their arousal and impulse buying intention.In addition,female consumers are easier to have impulse buying behaviors than male consumers;(3)consumers’ smart-phone dependency has positive influence on their pleasure and arousal;(4)pleasure and arousal have positive influence on consumers’ impulse buying intention and arousal has positive influence on pleasure.In the mobile shopping environment,this paper makes study on factors influencing consumers’ impulse buying intention from the perspective of consumption emotions.The result of this study can not only improve the research on stimulus-organism-response(S-O-R)model,but also enrich the research on mobile shopping behaviors and add new research context to impulse buying intention’s study.