Determinants of Impulse Buying in Mobile Commerce

Abstract

The exponential growth of mobile commerce (m-commerce) has redefined consumer purchasing behavior, particularly in facilitating impulsive buying patterns. Impulse buying in mobile environments is influenced by a unique interplay of technological features, psychological triggers, social influences, and situational factors. This study aims to identify and analyze the key determinants of impulse buying behavior in mobile commerce. Drawing upon Stimulus–Organism–Response (S-O-R) theory, Technology Acceptance Model (TAM), and Consumer Behavior Theory, a comprehensive conceptual framework is developed. Data were collected from 412 active mobile shoppers through a structured questionnaire and analyzed using Structural Equation Modeling (SEM). The findings reveal that mobile usability, personalization, hedonic motivation, perceived trust, payment convenience, and social influence significantly affect impulse buying intention. The study contributes theoretically by integrating behavioral and technological determinants and provides practical implications for mobile retailers seeking to optimize consumer engagement and conversion.