Role of Shopping App Attributes in Creating Urges for Impulse Buying: An Empirical Investigation Using SEM and Neural Network Technique

With high speed internet, the retailers are continually engaged in upgrading mobile apps that facilitate shoppers in shopping anywhere-anytime and arousing their sudden urges to buy impulsively. The present study endeavors to decipher the antecedents of mobile app-based impulsive buying behavior and determining their relative significance in triggering impulsive urges. Using structural equation modeling, causal analysis was undertaken to identify the role of effort expectancy, price and discounts, atmosphere and layout of app, and user experience and satisfaction in creating impulsive buying intentions. It was observed that price and discounts and user experience didn't have any influence in stirring the consumer for impulsive buying. To determine the relative significance of remaining four, artificial neural network modeling was undertaken. Effort expectancy was noted to have highest influence in creating impulsive urges, followed by atmosphere and layout of an app. User satisfaction had minimum impact. The paper concludes with practical implications for m-commerce players.