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http://dx.doi.org/10.14400/JDC.2019.17.2.113

Exploring Factors of Consumer's Impulsive Buying Behavior in Mobile Social Commerce  

Moon, Jung-Keun (Halla Holdings)
Kwak, Na-Yeon (Graduate School of Information, Yonsei University)
Lee, Choong C. (Graduate School of Information, Yonsei University)
Publication Information
Journal of Digital Convergence / v.17, no.2, 2019 , pp. 113-125 More about this Journal
Abstract
Mobile social commerce is one of the fastest growing distribution channels in recent years. Therefore, it is important to understand customer's buying behavior in mobile social commerce in order to continuously grow in the competitive mobile social commerce market. To achieve the purpose of this study is to investigate how impulsive buying behaviors are applied in mobile shopping and how factors affect impulse purchasing in online shopping. In order to verify the hypothesis, we surveyed the customers who have experiences of using mobile social commerce and analyzed 280 valid data by Smart PLS 3.0. As a result, it was confirmed that consumers' innovation and purchasing experience influenced impulse purchase in mobile social commerce, and scarcity messages among information attributes affect impulse buying. Through this study, impulsive buying behavior which is a frequently analyzed variable in an online shopping context will be extended to the mobile shopping context. and it will provide practical implications for customer strategy establishment in mobile social commerce market.
Keywords
Mobile social commerce; Customer behavior; Impulsive buying; Personal traits; Information attributes;
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Times Cited By KSCI : 4  (Citation Analysis)
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