Abstract:
With high speed internet, the retailers are continually engaged in upgrading mobile appsthat facilitate
shoppers in shopping anywhere-anytime and arousing their sudden urges to buy impulsively. The
present study endeavors to decipher the antecedents of mobile app-based impulsive buying behavior
and determining their relative significance in triggering impulsive urges. Using structural equation
modeling, causal analysis was undertaken to identify the role of effort expectancy, price and discounts,
atmosphere and layout of app, and user experience and satisfaction in creating impulsive buying
intentions. It was observed that price and discounts and user experience didn’t have any influence
in stirring the consumer for impulsive buying. To determine the relative significance of remaining
four, artificial neural network modeling was undertaken. Effort expectancy was noted to have highest
influence in creating impulsive urges, followed by atmosphere and layout of an app. Usersatisfaction
had minimum impact. The paper concludes with practical implications for m-commerce players.