Do Consumers Buy Impulsively More Often in Mobile Shopping Than in Store?
Date
Authors
Wang, Lili
Supervisor
Kapitan, Sommer
Hyde, Ken
Item type
Thesis
Degree name
Journal Title
Journal ISSN
Volume Title
Publisher
Auckland University of Technology
Abstract
This research focuses on identifying the similarities and differences in consumer motivation for impulse purchase between in-store and mobile shopping settings. Prior research has primarily focused on investigating brick-and-mortar or mobile impulse buying behaviour. However, what happens when consumers encounter opportunities to shop without planning via fast developing mobile shopping settings? Psychological variables such as materialism, time and money available, and immediate positive feelings are potential moderators of the relationship between consumer impulse purchase behaviour and the two settings.Description
Keywords
Impulse behaviour, Shopping patterns, Quantitative Research, Online shopping, In-store shopping