From Browsing to Buying: Determinants of Impulse Buying Behavior in Mobile Commerce

Mobile commerce has transformed the retail landscape, yet the determinants of impulse buying behavior in this environment remain understudied, particularly in emerging markets. This research investigates the factors influencing impulse buying in mobile commerce in Chile using the Stimulus-Organism-Response framework. A quantitative cross-sectional study collected data from 451 mobile shoppers via an online survey. Structural equation modeling with PLS-SEM revealed that eight of the thirteen hypothesized relationships were significant. Mobile application factors (visual appeal and portability) positively influenced hedonic and utilitarian values. Among personal factors, economic well-being, family influence, and credit card use directly impacted impulse buying, while time availability did not. Hedonic value strongly influenced impulse buying behavior, but utilitarian value showed no significant effect. Contrary to expectations, the COVID-19 pandemic negatively impacted impulse buying. These findings extend theoretical understanding of mobile impulse buying determinants and provide practical insights for mobile commerce developers and marketers to enhance their platforms and strategies.