Research on mobile impulse purchase intention in the perspective of system users during COVID-19
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ORIGINAL ARTICLE
Research on mobile impulse purchase intention in the perspective of system users during COVID-19 Wei Zhang 1 & Xuemei Leng 1 & Siyu Liu 1 Received: 21 June 2020 / Accepted: 8 September 2020 # Springer-Verlag London Ltd., part of Springer Nature 2020
Abstract COVID-19 has caused a serious impact on the global economy. Effectively stimulating consumption has become a momentous mission in responding to the impact of the epidemic. The popularity of mobile shopping makes shopping behavior no longer limited by time and space, so impulse purchase is more commonly seen nowadays; it can effectively promote residents’ consumption. However, consensus has not been reached regarding how impulse purchase emerges as a phenomenon, thus making it difficult to promote consumers’ purchase behavior. This article aims to explore the generation process of consumers’ impulsive purchase intention during the COVID-19 outbreak from the perspective of system users. For this purpose, the research proposes three mobile situation factors: personalized recommendation, visual appeal, and system usability. They have a positive impact on impulse purchase intention by influencing perceived arousal and perceived enjoyment. The experimental method is used for data collection and hypothesis testing. All the hypotheses are supported. And the theoretical value of the model of “mobile environment stimulation-consumer emotion-impulse purchase intention” is confirmed. Based on the conclusion, management suggestions are proposed for mobile shopping merchants from the perspective of improving consumers’ shopping experience and expanding marketing. Keywords System use . Mobile shopping . Impulse purchase
1 Introduction In 2020, COVID-19 has become a worldwide outbreak. Every country has adopted measures such as lockdown and quarantine. The production and operation plans of companies have been affected. Most companies have suspended production and production. The overall production rate has slowed down, and the growth rate of global GDP has declined, which has caused weighty impact to the global economy. In addition, COVID-19 not only has affected the production activities of enterprises, but also has a serious impact on consumers’
* Xuemei Leng [email protected] Wei Zhang [email protected] Siyu Liu [email protected] 1
School of Economics and Management, Xi’an University of Technology, Xi’an 710054, Shaanxi, China
demand and on account of enterprises has cut wages and suspended wages, and production costs have led to higher product prices, expectations of consumer income have fallen, consumer confidence has been hit, and consumption has been weak. Therefore, the promotion of residents’ consumption and the exploration of the formation process of consumer behavior have attracted wide attention from enterprises and scholars. Impulsive buying behavior is a universal but extraordinarily special mode of human consumption [1], which is very common in western countries. In different retailing formats, impulsive purchase accounts for a large pr
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