Welcome to the InfoSci Platform
Reference Hub10
Study on the Influencing Factors of Mobile Users' Impulse Purchase Behavior in a Large Online Promotion Activity

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

Qihua Liu, Fuguo Zhang
Copyright: © 2019 |Volume: 17 |Issue: 2 |Pages: 14
ISSN: 1539-2937|EISSN: 1539-2929|EISBN13: 9781522563914|DOI: 10.4018/JECO.2019040108
Cite Article Cite Article

MLA

Liu, Qihua, and Fuguo Zhang. "Study on the Influencing Factors of Mobile Users' Impulse Purchase Behavior in a Large Online Promotion Activity." JECO vol.17, no.2 2019: pp.88-101. http://doi.org/10.4018/JECO.2019040108

APA

Liu, Q. & Zhang, F. (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), 17(2), 88-101. http://doi.org/10.4018/JECO.2019040108

Chicago

Liu, Qihua, and Fuguo Zhang. "Study on the Influencing Factors of Mobile Users' Impulse Purchase Behavior in a Large Online Promotion Activity," Journal of Electronic Commerce in Organizations (JECO) 17, no.2: 88-101. http://doi.org/10.4018/JECO.2019040108

Export Reference

Mendeley
Favorite Full-Issue Download

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.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.