Abstract
Objective: The study investigates the correlation between mobile site quality (MSQ) factors and perceived enjoyment. It also explores the link between perceived enjoyment and both electronic word-of-mouth (eWOM) and online impulsive buying behavior of mobile site shoppers in Turkey.
Theoretical Framework: The theoretical framework considers MSQ factors (contact, responsiveness, efficiency, fulfillment, and privacy), perceived enjoyment, eWOM and online impulsive buying behavior.
Method: This study employs a quantitative methodology, utilizing a questionnaire as the primary data collection tool, designed for a sample size of 676 individuals fromTurkey selected through Purposive Sampling technique. The data analysis method employed is Structural Equation Modeling (SEM), utilizing the AMOS software to assess the goodness of fit statistics of the measurement model with the empirical data.
Results and Discussion: The results showed that the contact, efficieny, and the privacy of mobile site influence perceived enjoyment positively. Perceived enjoyment influences both eWOM and online impulsive buying behavior positively and finally eWOM influences online impulsive purchasing behavior positively as well.
Research Implications: The results suggest that improvements in MSQ factors of the contact, efficieny, and the privacy can provide mobile site shoppers more enjoyment and while perceived enjoyment has been increasing the probability of mobile site shoppers’ impulsive buying behavior, it also provides more effective marketing campaigns with less costs for the mobile retailers in Turkey.
Originality/Value: This study makes a significant contribution to the existing online impulsive behavior literature by focusing on the MSQ elements of mobile shopping sites among shoppers in Turkey. It examines the mediation of perceived enjoyment between all MSQ elements and online impulsive buying behavior, as well as eWOM between perceived enjoyment and online impulsive buying behavior, which have not been extensively explored in prior research.
Publisher
RGSA- Revista de Gestao Social e Ambiental
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