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Study on the Influencing Factors of Mobile Users' Impulse Purchase Behavior in a Large Online Promotion Activity

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  • Qihua Liu

    (School of Information Technology, Jiangxi University of Finance and Economics, Nanchang, China)

  • Fuguo Zhang

    (School of Information Technology, Jiangxi University of Finance and Economics, Nanchang, China)

Abstract

A large online promotion activity provides a new shopping context for mobile users where situational variables impact consumer behaviors simultaneously. A multitude of evidences show that mobile users are more prone to impulsive in the large online promotion activity, yet relatively limited knowledge is available on this phenomenon. The purpose of this article is to answer the question of what are the important contextual drivers that lead to occurrence of mobile users' impulse purchase behavior in the “Double 11” promotion. The results show that promotion, impulse buying tendency, social environment, aesthetics and interactivity of mobile platforms, and time available are key determinants of mobile users' urge to buy impulsively. Implications for managers and scholars are further discussed.

Suggested Citation

  • Qihua Liu & Fuguo Zhang, 2019. "Study on the Influencing Factors of Mobile Users' Impulse Purchase Behavior in a Large Online Promotion Activity," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 17(2), pages 88-101, April.
    • Handle: RePEc:igg:jeco00:v:17:y:2019:i:2:p:88-101
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    Cited by:

    1. Ying Wang & Jialing Pan & Yizhi Xu & Jianli Luo & Yongjiao Wu, 2022. "The Determinants of Impulsive Buying Behavior in Electronic Commerce," Sustainability, MDPI, vol. 14(12), pages 1-18, June.

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