Intrinsic motivations affecting millennial mobile impulsive shopping in emerging markets during the COVID-19 pandemic

Abstract

PurposeThis study examines intrinsic motivations and antecedents that affect millennial mobile impulsive shopping in markets with the technology acceptance model (TAM) during the COVID-19 pandemic.Design/methodology/approachThe study has been conducted by collecting data from 367 regular mobile shopping millennials, which was analyzed by structural equation modeling.FindingsThe findings reported that the perceived ease of use correlates positively with perceived usefulness. Similarly, perceived ease of use, usefulness, perceived utilitarian value and hedonic value significantly impacts shoppers' trust and attitude toward impulsive mobile shopping. Perceived trust was found to exhibit a positive association with mobile shopping. Finally, perceived usefulness, ease of use, utilitarian value, hedonic value, trust and attitude significantly positively impacted millennials' impulsive mobile shopping.Practical implicationsThis study's results will help e-retailers establish novel techniques and efforts to enhance market volume and build solid connections with mobile customers by ensuring secure purchase habits. The results would also help companies develop customer satisfaction-focused business strategies.Originality/valueThis study contributes to the body of literature by finding a significant impact of attitude, trust and shopping values on impulsive mobile shopping. These constructs have not been explored as factors impacting mobile impulsive shopping, especially when it comes to a pandemic.

Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics

“…We employed screening questions to select retail shoppers with CB, such as Do you have impulsive tendencies (yes/no)? (Lavuri et al. , 2023b) and What kinds of items are most likely to have impulsive tendencies?…”

“…Nonetheless, the inclination varies by age group (Lavuri, 2023). Customers have different preferences, interests and expectations (Lavuri et al. , 2023b).…”

“…Extrinsic factors, such as SE, product characteristics, PA and stimulating factors are explored (Yeboah and Owusu-Prempeh, 2017), which affect shoppers’ IBT. Such a high IBT would be stronger and more likely to have impulsiveness (Darrat et al ., 2023; Lavuri et al ., 2023b; Barakat, 2019).…”

“…Individuals high in MT are more likely to seek fulfillment, status and self-worth through material possessions (Ruvio et al ., 2014). More materialistic consumers tend to make more impulsive purchases on the spur of the moment as they constantly seek to improve their social standing by acquiring more material goods (Lavuri et al ., 2023b), thus, MT amplifies the effects of impulsive and compulsive buying tendencies (Tantawi, 2023). The materialistic customer is more inclined to make impulsive purchases (Lavuri, 2023), whether for a low-priced item or a high-priced item, based on environmental thoughts and behaviors (Lavuri, 2023).…”

“…Other research indicates that anxiousness is a significant motivator for compulsive purchasing and serves as a potent catalyst for recurrence (Mohan et al, 2013). Therefore, understanding consumer behavior is vital to creating marketing strategies that better suit the target audience because of each buyer's distinct and unpredictable actions (Lavuri et al, 2023b). Thus, there is a need to explore how to deal with more complexity in analyzing IBT (Goel et al, 2022) toward compulsive behavior (CB).…”