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

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  • Zheng, Xiabing
  • Men, Jinqi
  • Yang, Feng
  • Gong, Xiuyuan

Abstract

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.

Suggested Citation

  • Zheng, Xiabing & Men, Jinqi & Yang, Feng & Gong, Xiuyuan, 2019. "Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing," International Journal of Information Management, Elsevier, vol. 48(C), pages 151-160.
    • Handle: RePEc:eee:ininma:v:48:y:2019:i:c:p:151-160
    DOI: 10.1016/j.ijinfomgt.2019.02.010
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    Cited by:

    1. Huan-Ming Chuang & Chen-Chia Chuang, 2023. "The Effects of Experienced Utility and PEEIM on the Purchase Intention of Cross-Border E-Commerce," Sustainability, MDPI, vol. 15(21), pages 1-19, November.
    2. Kareem M. Selem & Muhammad Haroon Shoukat & Syed Asim Shah & Marianny Jessica Brito Silva, 2023. "The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    3. Gibson, Samantha & Hsu, Maxwell K. & Zhou, Xing, 2022. "Convenience stores in the digital age: A focus on the customer experience and revisit intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    4. Jabeen, Fauzia & Dhir, Amandeep & Islam, Nazrul & Talwar, Shalini & Papa, Armando, 2023. "Emotions and food waste behavior: Do habit and facilitating conditions matter?," Journal of Business Research, Elsevier, vol. 155(PB).
    5. Akram, Umair & Ansari, Aisha Rehman & ulhaq, Irfan & Yan, Chen, 2023. "Cosmetics makers have always sold ‘hope in a jar’! Understanding the cosmetics purchase intention in the Chinese mobile commerce environment," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    6. Chopdar, Prasanta Kr & Paul, Justin & Korfiatis, Nikolaos & Lytras, Miltiadis D., 2022. "Examining the role of consumer impulsiveness in multiple app usage behavior among mobile shoppers," Journal of Business Research, Elsevier, vol. 140(C), pages 657-669.
    7. Luceri, Beatrice & (Tammo) Bijmolt, T.H.A. & Bellini, Silvia & Aiolfi, Simone, 2022. "What drives consumers to shop on mobile devices? Insights from a Meta-Analysis," Journal of Retailing, Elsevier, vol. 98(1), pages 178-196.
    8. Kuo, Ying-Feng & Chen, Fei-Lung, 2023. "The effect of interactivity of brands’ marketing activities on Facebook fan pages on continuous participation intentions: An S–O-R framework study," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    9. Maduku, Daniel K. & Thusi, Philile, 2023. "Understanding consumers' mobile shopping continuance intention: New perspectives from South Africa," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    10. Johan Hellemans & Kim Willems & Malaika Brengman, 2023. "Covid-19 and mobile payment in Belgium: Closing the digital divide or just for the young, social, and impulsive?," Electronic Commerce Research, Springer, vol. 23(3), pages 1539-1564, September.
    11. Hong, Ying & Hu, Jiangting & Zhao, Yaxin, 2023. "Would you go invisible on social media? An empirical study on the antecedents of users' lurking behavior," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    12. Robert Stefko & Radovan Bacik & Richard Fedorko & Maria Olearova, 2022. "Gender-generation characteristic in relation to the customer behavior and purchasing process in terms of mobile marketing," Oeconomia Copernicana, Institute of Economic Research, vol. 13(1), pages 181-223, March.
    13. Hwang, Jeong Seop & Rho, Jae Jeung & Hwang, Yoon Min, 2023. "Influence of cognitive and social change factors on E-vehicle switching intention: Evidence from Korea," Technology in Society, Elsevier, vol. 74(C).
    14. Guo, Wenshan & Luo, Qiangqiang, 2023. "Investigating the impact of intelligent personal assistants on the purchase intentions of Generation Z consumers: The moderating role of brand credibility," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    15. Yang Zhao & Yixuan Li & Ning Wang & Ruoxin Zhou & Xin (Robert) Luo, 2022. "A Meta-Analysis of Online Impulsive Buying and the Moderating Effect of Economic Development Level," Information Systems Frontiers, Springer, vol. 24(5), pages 1667-1688, October.
    16. Md. Alamgir Hossain & Abul Kalam & Md. Nuruzzaman & Minho Kim, 2023. "The Power of Live-Streaming in Consumers’ Purchasing Decision," SAGE Open, , vol. 13(4), pages 21582440231, October.
    17. Zhani, Najlae & Mouri, Nacef & Ahmed, Tariq, 2022. "The role of mobile value and trust as drivers of purchase intentions in m-servicescape," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    18. Casado-Aranda, Luis-Alberto & Sánchez-Fernández, Juan & Ibáñez-Zapata, José-à ngel, 2022. "It is all about our impulsiveness – How consumer impulsiveness modulates neural evaluation of hedonic and utilitarian banners," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    19. Yi Yong Lee & Chin Lay Gan & Tze Wei Liew, 2023. "Do E-wallets trigger impulse purchases? An analysis of Malaysian Gen-Y and Gen-Z consumers," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(2), pages 244-261, June.
    20. Ja-Shen Chen & Piyanoot Kamalanon & Thanyamai P. Janupiboon, 2022. "Company websites and mobile apps versus social media: which service experience creates more customer value for online travel agencies?," Service Business, Springer;Pan-Pacific Business Association, vol. 16(4), pages 1081-1110, December.
    21. Lo, Pei-San & Dwivedi, Yogesh K. & Wei-Han Tan, Garry & Ooi, Keng-Boon & Cheng-Xi Aw, Eugene & Metri, Bhimaraya, 2022. "Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis," Journal of Business Research, Elsevier, vol. 147(C), pages 325-337.
    22. Zafar, Abaid Ullah & Shahzad, Mohsin & Ashfaq, Muhammad & Shahzad, Khuram, 2023. "Forecasting impulsive consumers driven by macro-influencers posts: Intervention of followers' flow state and perceived informativeness," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    23. Miao, Xiaoyu & Niu, Ben & Yang, Congcong & Feng, Yuanyue, 2023. "Examining the gamified effect of the blindbox design: The moderating role of price," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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