Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

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

Intrinsic motivations affecting millennial mobile impulsive shopping in emerging markets during... This 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

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

Download PDF
17 pages

Loading next page...
 
/lp/emerald-publishing/intrinsic-motivations-affecting-millennial-mobile-impulsive-shopping-ch6Kq5T5K2

References (49)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1355-5855
DOI
10.1108/apjml-06-2022-0517
Publisher site
See Article on Publisher Site

Abstract

This 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.

Journal

Asia Pacific Journal of Marketing and Logistics – Emerald Publishing

Published: Nov 16, 2023

Keywords: Impulsive mobile shopping; Mobile shopping; Utilitarian value; Hedonic value; Technology acceptance model

There are no references for this article.