Consumers response towards mobile commerce applications: S-O-R approach

The paramount importance for mobile retailers, expecting higher sales and cost savings is customer retention. Though previous studies have explored various nuances of customer behaviour towards mobile commerce applications, this study majorly aims to understand the drivers of repurchase intention and satisfying experience in an m-commerce shopping environment. The study follows the stimulus-organism-response (S-O-R) theoretical approach. A cross-sectional design was adopted for this study involving data from 420 regular mobile shoppers in India through a non-probabilistic sampling procedure. The collected data were later analysed using structural equation modeling. The results indicate perceived ubiquity and m-commerce app incentives as two strongest predictors of impulsiveness and perceived value respectively. It was further observed that impulsiveness negatively affects consumers repurchase intention but positively enhances the satisfying experience, whereas perceived value favourably affects both the variable. The study contributes in various ways; first, a holistic model using the S-O-R framework is a new addition in literature ground; second, the extra focus on the construct satisfying experience will give a larger understanding to optimise the m-commerce applications efficiently. Moreover, the study also presents managerial implications for practitioners working in areas related to m-commerce.