| Summary: | 碩士 === 逢甲大學 === 企業管理學系 === 103 === This study aims to reveal the change of impulse buying in the generation of mobile commerce. Based on the structure of S-O-R theory, we explore the relationship among attributes of mobile commerce (i.e., ubiquity, mobility, localization, personalization, convenience, informativeness push technology), and internal evaluation (positive emotion), which inspires consumers to bring out impulse buying behavior. Especially, the moderate effect of gender and time pressure on the relationship between internal evaluation and impulse buying behavior are also investigated.
There are 427 samples were collected from the users who have experience on mobile shopping, then the structure equation model was used to analysis. The result shows that personalization, convenience, and push technology are major factors that create consumers’ positive emotion. In addition, the behavior of impulse buying in mobile commerce is still influenced by positive emotion. Furthermore, gender and time pressure are adapted as moderators to measure the moderate effect. In this study, we found that the attribute of mobility is more important to man, while the attribute of convenience is more important to female. The result also that consumer with high time pressure would drive more impulse buying behavior. We conclude with implications and suggestions for future research.
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