Using mobile while shopping in-store: a new model of impulse-buying behaviour

Abstract

Purpose The purpose of this paper is to develop a comprehensive model of impulse-buying that considers the impact of mobile device use on shopping behaviour as a tool for shopping preparation or as a tool for self-regulation. Design/methodology/approach Data were obtained through a single-stage mall intercept survey method using a structured questionnaire involving 406 respondents interviewed after checkout. Data analysis was conducted using a structural equation modelling approach with LISREL 8.8. Findings The results support most elements of the hypothesis of the proposed conceptual framework. Specifically, findings show the impact of mobile usage on shopping behaviour, which results in fewer impulse purchases. Practical implications The research demonstrates how shoppers using mobile devices in-store felt less of an urge to purchase during shopping, resulting in fewer unplanned purchases. The effects of mobile device use on in-store purchasing decisions are designed to create a new scenario for the practice of shopper marketing, and retailers and manufacturers will have to seek new ways to capture consumers’ attention in-store and to influence shoppers’ perceptions early in the shopping cycle without diminishing the role of in-store marketing levers. Originality/value Prior research found the antecedents of impulse-buying in individual characteristics, situational variables and endogenous variables. However, it did not consider mobile pre-shopping factors or mobile usage. Filling the gap in the existing literature, this work sets out to develop a comprehensive model of impulse-buying that considers the impact of mobile usage on shopping behaviour.