Study on the Influencing Factors of Mobile Users' Impulse Purchase Behavior in a Large Online Promotion Activity

Abstract

A large online promotion activity provides a new shopping context for mobile users where situational variables impact consumer behaviors simultaneously. A multitude of evidences show that mobile users are more prone to impulsive in the large online promotion activity, yet relatively limited knowledge is available on this phenomenon. The purpose of this article is to answer the question of what are the important contextual drivers that lead to occurrence of mobile users' impulse purchase behavior in the “Double 11” promotion. The results show that promotion, impulse buying tendency, social environment, aesthetics and interactivity of mobile platforms, and time available are key determinants of mobile users' urge to buy impulsively. Implications for managers and scholars are further discussed.

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