Business strategic insight: understanding the impact of perceived value and impulsiveness on consumer response in global mobile shopping
Yeneneh Tamirat Negash,
Liao Pei Jyun,
Ali Tarhini
et al.
Abstract:Purpose
This study aims to contribute to the International Business literature by investigating the marketing stimuli that drive impulsiveness and perceived value in mobile shopping (MS) platforms and their impact on consumer response.
Design/methodology/approach
This study uses a sample of 891 MS platform users and applies structural equation modeling based on the stimulus–organism–response and the consumption value theory.
Findings
The empirical finding revealed that rewards, recognition, reviews and ratin… Show more
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