Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence |
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| Affiliation: | 1. University of Coimbra, CeBER, Faculty of Economics, Av. Dias da Silva 165, 3004-512, Coimbra, Portugal;2. Vodafone Portugal, Portugal;1. School of Management, Huazhong University of Science and Technology, China;2. College of Business and Entrepreneurship, University of Texas Rio Grande Valley, Edinburg, TX 78539, USA;1. University of Manchester, United Kingdom;2. Communication University of Zhejiang, China;3. Syddansk Universitet, Denmark;4. Nottingham Trent University, United Kingdom;5. University of Kent, United Kingdom |
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| Abstract: | 
This study examines how the consumers' perceived values (utilitarian and hedonic values) impact their impulse buying behavior (IBB) in the mobile commerce (m-commerce) context. Moreover, we view interpersonal influence as a moderator and test its impact on the correlation between the consumers' perceived value and their IBB. Data were collected through a survey in China (n = 199). The results show that environmental stimuli significantly influence consumer perceived values (i.e., perceived utilitarian value and perceived hedonic value), and the consumers’ perception of hedonic value significantly and directly impacts their IBB. In addition, the interaction effect of perceived hedonic value and interpersonal influence significantly affects IBB. The findings provide valuable guidance for m-commerce retailers to induce consumer IBB. |
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| Keywords: | M-commerce Consumer perceived value Impulse buying behavior Interpersonal influence |
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