Int. J. Business Innovation and Research, Vol. 19, No.

1, 2019 29

Impulsiveness and its impact on behavioural

intention and use of mobile shopping apps:
a mediation model

Prasanta Kr. Chopdar* and V.J. Sivakumar

Department of Management Studies,
National Institute of Technology,
Tiruchirappalli, India
Email: prashant.chopdar@gmail.com
Email: vjs@nitt.edu
*Corresponding author

Abstract: The unified theory of acceptance and use of technology 2

(UTAUT2) is applied and extended to explore the adoption and use of mobile
shopping apps in India. This study adds impulsiveness construct to the original
model. The data gathered from 328 respondents were evaluated using the
partial least square structural equation modelling (PLS-SEM) method. All
construct (i.e., performance expectancy, effort expectancy, facilitating
conditions, hedonic motivation, habit and impulsiveness), except for social
influence and price value were found to significantly relate to behavioural
intention to use mobile shopping applications. Behavioural intention, habit and
impulsiveness were found to significantly influence use behaviour of mobile
shopping apps, except for facilitating conditions. Moreover, significant
mediating influences were reported in the study. The findings of the study
provide valuable insights and suggestions for mobile marketers and developers
of shopping apps to enable their increased adoption and use. Further, the
mediating roles of performance expectancy, effort expectancy and habit have
been explored in the model.

Keywords: consumer behavioural intention; use behaviour; UB; mediation;

mobile shopping applications; UTAUT2; impulsiveness; PLS-SEM; India.

Reference to this paper should be made as follows: Chopdar, P.K. and

Sivakumar, V.J. (2019) ‘Impulsiveness and its impact on behavioural intention
and use of mobile shopping apps: a mediation model’, Int. J. Business
Innovation and Research, Vol. 19, No. 1, pp.29–56.
Biographical notes: Prasanta Kr. Chopdar is a Doctoral Research Scholar
pursuing his PhD in the Department of Management Studies in National
Institute of Technology, Tiruchirappalli, India. He received his Master’s and
MBA from the Utkal University, Bhubaneswar, India. His research interests
include new technology adoption, online retail and consumer behaviour.
V.J. Sivakumar earned his PhD from the Anna University, Chennai. His
doctoral study was focused on the area of customer relationship management in
Indian retail banking industry. He is at present an Associate Professor in the
Department of Management Studies in NIT Tiruchirappalli, India. His articles
have been published in many reputable international and national journals. He
has also presented papers in numerous international and national conferences.
His research interests include customer relationship management, mobile
banking and online retailing.

Copyright © 2019 Inderscience Enterprises Ltd.

30 P.K. Chopdar and V.J. Sivakumar

1 Introduction

Mobile devices are flooded with a plethora of apps ranging from general apps like
note-taking to specific ones that cater to such applications as banking, shopping, mobile
TV, music, games, learning, and many more, all of them offering unique user experiences
and functionalities (Mittal et al., 2017). The increasing penetration of internet and smart
phones, growing level of acceptance and trust in online payments, and favourable
demographics have resulted in the unprecedented rise of e-commerce in India. The
e-commerce revenue in India, already growing at 51% annually, is projected to reach a
whopping 120 billion USD in 2020 (Assocham India, 2016). Nearly two-third of
the total e-commerce sales is reportedly generated through mobile phones and
tablets. Another survey reports that 42% of consumers prefer shopping apps compared
to other means of online shopping in India (Dazeinfo, 2016). The above statistics
point to the fact that, mobile shopping is slated for exponential growth in India and
shopping apps are becoming the most preferred medium for shopping among mobile
shoppers.
Mobile shopping or m-shopping can be defined as “the online searching, browsing,
comparing and purchasing of goods and services by consumers through wireless
handheld, or mobile devices; in particular, smartphones and tablets” (Marriott et al.,
2017). Despite the tremendous growth and popularity of m-shopping, academic research
in the field of m-shopping is still in its infancy (Groß, 2015a). Based on an extensive
literature search, we have identified a few notable works on mobile shopping. Wang et al.
(2015) observed that adoption of m-shopping by customers increases the order rate and
spending amount. Consumers perceive mobile phone to be an effective channel for
shopping because of ease of search, evaluation, purchase, and post-purchase convenience,
as noted by Mahapatra (2017). While the proliferation of smart phones has led to the
growth in m-shopping, academic research on m-shopping acceptance has focussed
largely on studies based on traditional phones or feature phones, and there have been far
fewer studies on the use of smartphones for shopping (Holmes et al., 2013).
Groß (2015a), further points out that most of the studies on m-shopping have focussed
on a few countries like Spain, Taiwan and the USA while neglecting other parts of the
globe.
In order to fill the above research gaps, the current study examines the various factors
that influence the behavioural intention (BI) and use behaviour (UB) of mobile shopping
apps in India. We seek to understand the various determinants of the adoption of mobile
shopping apps and their impact on users’ intention and actual usage in the context of one
of the fastest growing economies in the world – India.
A thorough understanding of the drivers affecting the adoption and use of mobile
shopping apps is highly desirable from the perspectives of both academia and industry, as
it is a fairly new phenomenon. This study is also very important as there is a
paucity of such understanding in the Indian context. This study will help mobile
vendors in developing effective strategies to boost acceptance and use of mobile
shopping apps.
This study conceptually develops and empirically validates a research framework
based on the unified theory of acceptance and use of technology (UTAUT2) model, to
shed light on the adoption and use of mobile shopping apps in India. Many recent studies
have successfully used and validated this model in the m-commerce context (Hew et al.,
 Impulsiveness and its impact on behavioural intention 31

2015; Wong et al., 2014; Tang et al., 2014). To the best of our knowledge, the UTAUT2
model has not been adopted in studies related to the adoption and use of mobile shopping
apps. Hence, our study is a pioneer in this regard. The UTAUT2 is suitable for the
examination of technology acceptance and use, as it was developed in the consumer’s
context (Venkatesh et al., 2012). It has proven to be superior due to its higher predictive
power (Venkatesh et al., 2003, 2012).
The role of impulsiveness in influencing online behaviour of consumers has been
studied extensively in the past (Liu et al., 2013; Sun and Wu, 2011; Chih et al., 2012).
However, the effect of various personality traits on UB in the context of mobile
commerce has been seldom studied as observed by Zhou and Lu (2011). The ubiquitous
nature of mobile shopping, combined with the convenience and speed of transactions,
leads us to assume that impulsiveness may play a major role in mobile shopping. Drossos
et al. (2014) substantiated that the mobile channel can act as a cue for consumers and
enhance their impulse buying tendency. It has also been evidenced that, the quick
response quality and convenience in m-shopping drives consumers to become more
impulsive (Lee et al., 2014). Based on the above premise, we attempt to examine the
effect of impulsiveness as an antecedent of consumer’s BI and use of mobile shopping
apps in our study.
Despite appreciable research in mobile shopping, there is a lack of empirical evidence
on the use of mediating variables in current literature because most studies focus on
direct causal relationships in their research framework. Prior studies have validated the
mediating effect of variables associated with TAM (Heinrichs et al., 2007; Chu and Chu,
2011). But, there have been no studies yet that have examined the mediating influences of
variables with UTAUT2 model in the context of mobile shopping applications. Aiming to
fill the above void, we explain the relationships between various predictors and BI to use
mobile shopping apps through the proposed intervening variables in the model. By this,
we provide alternative explanations of relationships and refine the model employed for
this study.
The current work also makes use of a larger sample that is representative of mobile
shopper’s population of all age groups and not just restricted to students, thereby
contributing immensely towards improving the validity of the findings.
This study is organised as follows: the theoretical foundations of the research are
presented first, followed by the objectives of the study. Concomitantly, we develop the
research hypotheses and conceptual framework. The next section describes the
methodology and results of the data analysis. Finally, the research findings, implications,
limitations, and future research directions are outlined.

2 Theoretical background

2.1 Brief overview of mobile shopping and past research

Mobile-friendliness, storage and security, app-friendliness and convenience have been

inducing shoppers in recent years to transition from e-commerce to m-commerce
activities (Arora and Jain, 2017). A number of studies have examined the adoption and
use of mobile shopping that involves the use of wireless devices like mobile phones and
tablets to shop for goods and services online. In an empirical study in Germany, Groß
32 P.K. Chopdar and V.J. Sivakumar

(2015b) employed a modified version of technology acceptance model (TAM) to explain

user acceptance of mobile shopping. Dwivedi et al. (2014) extended the TAM to
investigate various factors that influence the BI among consumers to adopt m-commerce
applications. The use of mobile phones for shopping was found to be less than the use of
computers for shopping. Furthermore, it was noted that mobile phones are used more for
information search and evaluation of alternatives rather than for purchase (Holmes et al.,
2013). Another study reported perceived usefulness, perceived ease of use and social
influence (SI) to be significant drivers of adoption of mobile payments among users in
India (Thakur and Srivastava, 2013). In a recent empirical study, Mohapatra and Sahu
(2018) examined various factors affecting e-commerce transactions and noted that; m-
commerce is a crucial driver of visitors’ willingness to transact online. In recent times,
mobile apps have emerged as a new channel to attract customers and build brand loyalty
(Wang et al., 2015). Mobile shopping applications are software that work on
mobile devices and help consumers to shop online anytime, anywhere. The various
types of shopping apps available in India are wallets and m-payment apps like Paytm,
shopping apps like Amazon, Flipkart, price comparison apps like Junglee, discount/deal
giver apps like Groupon. Kim et al. (2017) noted that, experienced online shoppers and
smartphone users show greater tendency to purchase via mobile shopping apps.
Another study has found that a consumer’s level of interest in the app leads to a
greater intention to engage in purchasing and information sharing (Taylor and Levin,
2014). Consumers’ adoption and continued usage of apps has been found to lead to an
increase in future spending (Kim et al., 2015). Despite the growing interest and
tremendous growth potential, published research in the domain of mobile shopping apps
is sparse. There is a growing need for substantive empirical research on the adoption and
UB of consumers of mobile shopping apps in a developing and emerging economy like
India.

2.2 The unified theory of acceptance and use of technology (UTAUT)2

Venkatesh et al. (2003) combined eight different models of IT acceptance and use to
develop the unified theory of acceptance and use of technology (UTAUT). It included
performance expectancy (PE), effort expectancy (EE), SI and facilitating conditions (FC)
as the prime determinants of BI and UB. Later, Venkatesh et al. (2012) added hedonic
motivation (HM), price value (PV) and habit (HA) constructs to propose UTAUT2.
Compared to UTAUT which was more relevant in organisational context,
UTAUT2 is consumer-oriented and more suitable to predict IT acceptance and use
in the consumer context. Moreover, the amount of variance explained in both BI and use
is significantly higher, compared to any other model (Venkatesh et al., 2003, 2012).
Since its inception, the UTAUT model has been gradually attracting the attention of
researchers and many recent studies have extended the generalisability of UTAUT model
by applying it in m-commerce context. In an empirical study using UTAUT2, PE, EE,
FC, HM and habit were found to significantly influence BI towards using mobile wallet
in Malaysia (Tang et al., 2014). In another study in Macau, Lai and Lai (2014) applied
and empirically validated the robustness of UTAUT model to predict user’s mobile
commerce acceptance. A study by Hew et al. (2015) proved the efficacy of
UTAUT2 model in predicting acceptance of mobile apps among Malaysian consumers.
Presently, the applicability of UTAUT 2 model in the context of mobile shopping
 Impulsiveness and its impact on behavioural intention 33

apps is an unexplored topic for researchers and practitioners and thereby warrants
further research. Thus, the current study enhances the applicability and
predictive power of the model by incorporating the impulsiveness construct to the
original model, and examines its efficacy in the context of mobile shopping apps
adoption and use.

3 Objectives of the study

This research seeks to investigate some crucial aspects of consumer shopping behaviour
pertaining to the adoption and use of mobile shopping applications. Based on an
extensive review of literature on online and mobile shopping, we have identified various
research questions that need to be answered. They are:
RQ1 What are the key drivers that influence the BI and use of mobile shopping
applications in India?
RQ2 Is the UTAUT2 model applicable and valid in predicting consumers’ BI and use
of mobile shopping applications?
RQ3 Does impulsiveness influence consumers’ adoption intention and use of mobile
shopping applications?
RQ4 How do the various predictors in UTAUT2 model influence consumers’ BI to use
mobile shopping application?
The key objectives of this research work are as follows:
1 Application of the unified theory of acceptance and use of technology (UTAUT2)
model to identify variables that predict consumers’ BI and use of mobile shopping
applications.
2 Extension of the UTAUT2 model by integrating the impulsiveness construct and test
of its effect on consumers BI and use of mobile shopping applications.
3 Understanding of key mediating mechanisms through which various drivers
influence consumers’ BI to use mobile shopping applications.

4 Research model and hypotheses development

In pursuit of achieving the above objectives, we adopt the UTAUT2 framework as the
base model for our study and present our arguments for developing the hypotheses. All
the hypothesised relationships are presented in our proposed research framework in
Figure 1. PE, EE, SI, FC, HM, PV, habit and impulsiveness act as predictors in the
model. Whereas, consumers BI and use of shopping apps are the key outcome variable
studied. We proceed to provide theoretical support and justifications for the proposed
hypotheses in our model.
34 P.K. Chopdar and V.J. Sivakumar

Figure 1 Research model

Price value (PV)

H1

Performance
expectancy (PE)
H2

Effort H3
expectancy (EE)
Behavioural H9
Use behaviour
intention (BI) (UB)
H4a

Facilitating H4b
conditions (FC)

Social influence H5

(SI)

H6
Hedonic
motivation (HM)
H7a

Habit (HA) H7b H8a

H8b
Impulsiveness
(IMP)

4.1 Price value

“PV is defined as a mental trade-off between perceived benefits and monetary costs of
using a technology” (Venkatesh et al., 2012). As consumers bear the cost of using mobile
shopping apps, it may influence their intention and actual use. When the perceived
benefits are greater than the costs, there is a positive influence on the BI to use the app.
PV has been found to significantly influence the BI to use mobile internet, as users
perceive the advantages to be higher than the cost of using mobile internet (Venkatesh
et al., 2012; Ramirez-Correa et al., 2015). Users’ willingness to accept m-shopping apps
will be greater if he/she perceives greater benefits (e.g., fast shopping, convenience) than
monetary cost (e.g., mobile internet charges). Hence, we suggest the following
hypothesis:
 Impulsiveness and its impact on behavioural intention 35

H1 PV will positively influence BI to use mobile shopping apps.

4.2 Performance expectancy

“PE is defined as the degree to which using a technology will provide benefits to
consumers in performing certain activities” (Venkatesh et al., 2012). It is one of the
major drivers of BI in the UTAUT model as reported by Venkatesh et al. (2003). It is
similar to the concept of perceived usefulness proposed by Davis (1989). Perceived
usefulness was found to be an important determinant of e-commerce adoption in small
and medium enterprises (Mohapatra, 2013). Likewise, in a recent study in India
perceived usefulness was noted to be a significant driver of consumer attitude and their
online shopping intention (Reyes-Mercado et al., 2017). PE has been found to be the
strongest driver of individuals’ intention to use 3G mobile value-added services (Kumra
et al., 2014). Similarly, another study from Jordan reported PE to be one of the key
factors determining a consumer’s intention towards m-commerce (Jaradat and Al
Rababaa, 2013). In shopping apps context, PE refers to the usefulness of the apps and
how it helps consumers shop quickly. Hence, if the consumers perceive shopping apps to
be useful, it will result in a greater intention to use it. Based on the above findings, the
following hypothesis can be formulated:
H2 PE will positively influence BI to use mobile shopping apps.

4.3 Effort expectancy

“EE is the degree of ease associated with consumers’ use of technology” (Venkatesh et
al., 2003). Consumers’ perceived ease of use positively affects their adoption of
information technology for 3G mobile phones (Velmurugan and Velmurugan, 2016).
Similarly, Leong et al. (2013) observed that the adoption and use of a technology will be
greater if the technology is easy to use. The positive correlation between EE and BI has
been validated in another study in the context of m-payment (Teo et al., 2015). In light of
the above findings, we can assume that when the user perceives that the shopping apps
are easy to use, there is higher usage intention. Hence, we propose that:
H3 EE will positively influence BI to use mobile shopping apps.

4.4 Facilitating conditions

“FC is described as the availability of resources and support which helps in performing
the desired behaviour” (Venkatesh et al., 2003). The use of m-shopping apps requires
certain skills, such as operating a smart phone, using the internet, searching for and
downloading apps, knowledge of privacy and security issues related to m-payment etc.
Tang et al. (2014) found FC as a significant driver of mobile wallet adoption. FC were
found to significantly influence both BI as well as actual use (Venkatesh et al., 2012).
Favourable FC are likely to strengthen the BI and actual usage of mobile shopping apps
by consumers. We, therefore, hypothesise that:
H4a FC will positively influence BI to use mobile shopping apps.
H4b FC will positively influence UB of mobile shopping apps.
36 P.K. Chopdar and V.J. Sivakumar

4.5 Social influence

“SI is the degree to which consumers believe that important others (e.g., family and
friends) believe they should use a particular technology” (Venkatesh et al., 2003). In a
study on mobile shopping adoption, Yang and Forney (2013) found that the impact of SI
is higher for people with a high level of technology anxiety. Another study by Chong
(2013) also validated SI as a significant determinant of BI in the study of m-commerce.
Subjective norm was found to significantly influence the intention to adopt mobile
coupons (Ha and Im, 2014). Similarly Hung et al. (2015) illustrated the significant
positive effect of subjective norm on customer adoption of social commerce.
Accordingly, the intention to use mobile shopping apps by consumers is likely to be
influenced by their family, friends, colleagues and other users. Hence, the following
hypothesis is formulated:
H5 SI will positively influence BI to use mobile shopping apps.

4.6 Hedonic motivation

“HM is associated with the fun or pleasure obtained from the use of a technology”
(Venkatesh et al., 2012). Hedonic factors were found to have a positive effect on the
consumption experience in mobile commerce (Li et al., 2012). Perceived hedonic benefits
like enjoyment were seen to be crucial determinants in the adoption of mobile payment
technology (De Kerviler et al., 2016). Higher HM resulted in increased intention to shop
over m-devices, as illustrated by Madan and Yadav (2018). In an empirical study in
Malaysia, HM was reported to be the second most significant predictor of BI to use
mobile apps (Hew et al., 2015). The perception of fun and enjoyment in using shopping
apps would lead to a higher intention to use the apps for shopping. Considering the
above, the next hypothesis can be proposed:
H6 HM will positively influence BI to use mobile shopping apps.

4.7 Habit

Habit (HA) refers to the probability that an individual will engage in behaviour
automatically because of learning (Venkatesh et al., 2012). Empirical findings from past
literature have validated the significant impact of habit on BI. Habit was observed to be
the most significant driver of m-TV adoption (Wong et al., 2014). In another study in the
m-banking context in Mozambique, habit was found to be the foremost predictor of UB
(Baptista and Oliveira, 2015). When consumers use mobile shopping apps repeatedly,
their habit may influence both BI and subsequent use of shopping apps. Therefore we
posit the next hypotheses:
H7a Habit will positively influence BI to use mobile shopping apps.
H7b Habit will positively influence UB of mobile shopping apps.
 Impulsiveness and its impact on behavioural intention 37

4.8 Impulsiveness
Impulsiveness (IMP) is “a consumer tendency to buy spontaneously, non-reflectively,
immediately, and kinetically” (Rook and Fisher, 1995). As observed by Beatty and
Ferrell (1998), individuals scoring higher on impulsiveness are more prone to experience
the urge to buy on impulse. Past research has empirically shown the positive influence of
impulsiveness on the intention to shop in online context. A study by Wells et al. (2011)
confirmed the positive influence of impulsiveness on the urge to buy on impulse on a
website. Impulse purchase orientation has been found to be positively related to online
purchase intention, which confirms the assumption that individuals high on
impulsiveness are more prone to online shopping (Kwek et al., 2015). In a study in Spain,
San-Martin and Lopez-Catalan (2013) observed negative impact of impulsiveness on
m-shopper satisfaction. Consumers’ impulsivity has been found to have a significant
positive influence on impulse buying intention in m-commerce (Wu and Ye, 2013).
Moreover, consumer impulsiveness has been reported to be positively associated with
m-commerce adoption (Ng, 2016). Mobile shopping apps would be the ideal platform for
impulse buyers as it provides faster shopping experience and immediate gratification.
Park et al. (2015) found that m-shoppers using shopping apps perceive savings on cost,
time, and effort, which consequently leads to impulse buying. A recent study by
Rodríguez-Torrico et al. (2017) reported that consumers high on impulsiveness make
greater use of mobile devices. Hence, we believe that impulsiveness will play a greater
role with respect to shopping apps than in online shopping. Moreover, the role of
impulsiveness in shaping consumers’ BI and use of shopping apps is yet to be explored in
academic research. This leads us to propose our next hypotheses:
H8a Impulsiveness will positively influence BI to use mobile shopping apps.
H8b Impulsiveness will positively influence UB of mobile shopping apps.

4.9 Behavioural intention

Extant literature on technology acceptance confirms the significant influence of BI on the
actual UB of a technology. BI and UB have been found to be strongly correlated as
described in the theory of planned behaviour (TPB) (Ajzen, 1991).The findings from a
study in mobile banking context confirmed the significant influence of users’ BI on UB
(Yu, 2012). In the context of mobile shopping apps, there is lack of evidence of a strong
correlation between BI and actual usage. Based on prior empirical evidences, we assume
that individuals with higher BI would exhibit greater use of mobile shopping apps. This
leads us to propose our next hypothesis:
H9 BI will positively influence UB of mobile shopping apps.

4.10 Use behaviour

In their empirical work, Venkatesh et al. (2003) measured UB through the system log. In
the current study, we have adapted multi-item scales from past literature to measure the
construct of UB. It measures the actual use and purchase of products through m-shopping
apps on smartphones, as reported by the respondents.
38 P.K. Chopdar and V.J. Sivakumar

4.11 Mediating variables: PE, EE, and habit

Both PE and EE are significant determinants of consumers’ BI to adopt a form of
technology, as mentioned earlier. Zhou et al. (2010) confirmed the significant impact of
EE on PE. Similarly, EE was found to positively influence the PE of mobile apps (Hew et
al., 2015). We argue that if the user of shopping apps perceives it to be easy to use, it will
result in a positive evaluation of the usefulness of apps, which in turn would result in a
higher intention to use shopping apps. PV refers to the perceived benefits derived from
the use of mobile shopping apps compared to its costs. As it is related to the performance
and utility derived from using a system, we predict that PV would significantly affect the
BI of consumers through the mediating influence of PE. FC refers to the availability of
resources, technological compatibility, training support and guidelines to facilitate
technology adoption and use. Lewis et al. (2013) reported that individuals seek assistance
to help them adopt new technologies. We argue that, high levels of FC would contribute
towards the ease of use with mobile shopping apps. Thus, EE would mediate the
relationship between FC and BI for shopping apps user. Further, impulsiveness is
strongly linked to technology addiction, like cell phone use (Roberts and Pirog, 2012).
Individuals with a high degree of impulsiveness exhibit lack of self-control and succumb
to sudden urges to shop without rational consideration. We predict that, impulsiveness
will contribute significantly towards the formation of habit among shopping apps users,
thereby accelerating the adoption and use of mobile shopping applications. Hence, the
following hypotheses are proposed:
H10a PE will positively mediate the relationship between EE and BI.
H10b PE will positively mediate the relationship between PV and BI.
H10c EE will positively mediate the relationship between FC and BI.
H10d Habit will positively mediate the relationship between impulsiveness and BI.

5 Research methodology

5.1 Instrument development

The formal questionnaire based on the research model was organised into two sections.
Section-A included eight questions to collect various demographic information and their
frequency of use. Section-B contained 37 items to measure the ten latent constructs used
in the study. Items used were all adapted from past literature to improve their content
validity and reliability. All items were reworded a bit to achieve better fit with the context
of the study. Expert opinions were solicited prior to the data collection to further confirm
the relevance and accuracy of all measures. The seven-point Likert scale was used for
measuring various constructs in Section-B. The items for measurement and their
respective sources are enlisted in Appendix A.
 Impulsiveness and its impact on behavioural intention 39

5.2 Sampling procedure and data collection

The target population for our study included individuals with prior experience of using
mobile shopping applications. The survey questionnaire was pre-tested among ten
doctoral research scholars and three university professors. Based on their feedback and
suggestions minor adjustments were made. Participants of the study were invited by
e-mails to an online survey conducted on survey monkey platform. A total of 15,000
e-mails were sent to verified online shoppers. The data were collected for a period of two
weeks starting on 2 January 2017. A reminder e-mail was sent after the end of the first
week. The difference in responses found between early and late respondents was not
significant based on the χ2 tests on the demographic variables (Teo et al., 2015). Hence, it
can be assumed that this study did not suffer from non-response bias. A screening
question was used in the beginning of the survey to ensure that the respondents had used
shopping apps before. The data collection process was carefully monitored to ensure that
the participants belonged to all age groups and represented India’s current mobile
shopper demographics. After removing incomplete or partial responses, a total of 328
responses were considered for final analysis. The online survey allowed us to reach
shopping app users at low cost and resulted in quicker responses.

5.3 Data analysis method

We applied the partial least square structural equation modelling (PLS-SEM) approach
(Hew et al., 2015) for analysing the research model by using Smart-PLS 3 (Ringle et al.,
2015). The PLS-SEM approach is known to give robust results with small sample sizes
(Reinartz et al., 2009). It also relaxes assumptions on the variable distribution. The
PLS-SEM method is better suited where theory is weak or less developed (Hair et al.,
2013). PLS-SEM is opted for data analysis not only because it is prediction oriented but
also because m-shopping has been a recent field of research.

6 Results

6.1 Demographic characteristics and usage pattern of respondents

The demographic profile and usage behaviour of the sample studied is presented in detail
in Table 1. The percentages of male and female respondents of a total of 328 participants
were 60.1% and 39.9%, respectively. The sample represented the general population of
m-shoppers in India with the majority belonging to the age category of 26–35 years,
followed by those in the age group of 18–25 years. All were smartphone owners having
previous experience of using shopping apps, which makes this sample suitable for this
study.
40 P.K. Chopdar and V.J. Sivakumar

Table 1 Demographics and usage characteristics of respondents

Characteristics Value Frequency (N = 328) Percentage

Gender Female 131 39.9
Male 197 60.1
Age < 18yrs - -
18–25yrs 106 32.3
26–35yrs 170 51.8
36–45yrs 33 10.1
> 45yrs 19 5.8
Educational qualification Diploma 12 3.7
Graduate 106 32.3
Post-graduate 191 58.2
Others 19 5.8
Smartphone ownership Yes 328 100
No - -
Shopping application use Yes 328 100
No - -
Experience of using Minimum 1 month -
shopping application Maximum 34 months -
Median 20 months -
Usage frequency Rarely or hardly at all 49 14.9
Once in two months 77 23.5
Once a month 87 26.5
Several times a month 90 27.4
Several times a week 25 7.6

6.2 Measurement model evaluation

The measurement model was examined by analysing the internal reliability and validity
of all the measured constructs. The outcomes are presented in Table 2. The Cronbach’s α
value for all constructs exceeded 0.70 as prescribed by Nunnally and Bernstein (1994).
Further, the composite reliability values were all above the threshold mark of 0.80,
thereby indicating internal reliability (Chin, 1998). The factor loadings of all the
measured items were higher than 0.70 and the average variance extracted values were
above 0.50, thus indicating convergent validity (Hair et al., 2010). Table 3 indicates
discriminant validity “as the average variance extracted is higher than the variance shared
between constructs and other constructs” (Fornell and Larcker, 1981). Further, the
loadings and cross-loadings of exploratory factor analysis in SmartPLS supported
discriminant validity as shown in Table 4 (Venkatesh et al., 2012).
 Impulsiveness and its impact on behavioural intention 41

Table 2 Reliability and validity of constructs

Construct Items Loadings AVE Composite reliability Cronbach’s alpha

UB UB1 0.893 0.697 0.873 0.784
UB2 0.762
UB3 0.844
BI BI1 0.864 0.793 0.920 0.865
BI2 0.883
BI3 0.923
PE PE1 0.878 0.783 0.935 0.907
PE2 0.872
PE3 0.895
PE4 0.894
EE EE1 0.813 0.737 0.933 0.907
EE2 0.883
EE3 0.867
EE4 0.837
EE5 0.890
SI SI1 0.926 0.840 0.954 0.936
SI2 0.931
SI3 0.938
SI4 0.870
FC FC1 0.832 0.719 0.885 0.796
FC2 0.882
FC3 0.829
HM HM1 0.905 0.845 0.943 0.907
HM2 0.944
HM3 0.909
PV PV1 0.876 0.826 0.950 0.930
PV2 0.922
PV3 0.930
PV4 0.906
HA HA1 0.896 0.802 0.942 0.918
HA2 0.911
HA3 0.897
HA4 0.879
IMP IMP1 0.824 0.687 0.898 0.848
IMP2 0.824
IMP3 0.853
IMP4 0.814
Notes: AVE = average variance extracted; UB = use behaviour; BI = behavioural
intention; PE = performance expectancy; EE = effort expectancy; SI = social
influence; FC = facilitating conditions; HM = hedonic motivation; PV = price
value; HA = habit; IMP = impulsiveness.
42 P.K. Chopdar and V.J. Sivakumar

Table 3 Discriminant validity tests

BI EE FC HA HM IMP PE PV SI UB
BI 0.890
EE 0.601 0.859
FC 0.540 0.631 0.848
HA 0.563 0.339 0.275 0.896
HM 0.602 0.436 0.331 0.533 0.919
IMP 0.519 0.266 0.212 0.400 0.336 0.829
PE 0.750 0.557 0.406 0.570 0.633 0.463 0.885
PV 0.387 0.401 0.297 0.496 0.333 0.226 0.404 0.909
SI 0.429 0.306 0.181 0.582 0.466 0.314 0.542 0.429 0.916
UB 0.673 0.355 0.309 0.561 0.438 0.520 0.631 0.328 0.403 0.835
Notes: UB = use behaviour; BI = behavioural intention; PE = performance expectancy;
EE = effort expectancy; SI = social influence; FC = facilitating conditions;
HM = hedonic motivation; PV = price value; HA = habit; IMP = impulsiveness.
Elements (italic) presented diagonally are the square root of the AVE for each
construct; rest shows the intercorrelations.

6.2.1 Testing common method bias

As the data for all the constructs were gathered from the same respondents, common
method bias (CMB) issue may arise in this study. Hence, Harman’s one factor test was
carried out (Podsakoff et al., 2003). Findings showed that a single factor explained 37.54
percent variance, which is less than 50%. Furthermore, various procedural remedies were
adopted:
1 motivating respondents by explaining the importance of questions and clarifying
doubts
2 ensuring anonymity and confidentiality (Mackenzie and Podsakoff, 2012).
Hence, based on the above we can safely assume that common method bias is not
pervasive in our research.

6.2.2 Testing for the multicollinearity

VIF values were calculated for all the constructs for checking multicollinearity and were
found to be in the range of 1.00–2.52, far below the cut-off value 10 (Kline, 2005).
Furthermore, Table 3 shows that the correlation coefficients between variables are less
than 0.90, as suggested by Field (2009). Therefore, we can conclude that there was no
multicollinearity problem in this study.
 Impulsiveness and its impact on behavioural intention 43

Table 4 Loadings and cross loadings

BI EE FC HA HM IMP PE PV SI UB
BI1 0.864 0.557 0.492 0.433 0.481 0.458 0.646 0.290 0.330 0.617
BI2 0.883 0.473 0.457 0.538 0.524 0.433 0.610 0.365 0.396 0.577
BI3 0.923 0.572 0.493 0.533 0.600 0.492 0.741 0.379 0.419 0.604
EE1 0.502 0.813 0.542 0.327 0.404 0.186 0.475 0.280 0.268 0.238
EE2 0.579 0.883 0.543 0.283 0.390 0.254 0.492 0.324 0.248 0.335
EE3 0.469 0.867 0.500 0.248 0.304 0.202 0.436 0.371 0.231 0.261
EE4 0.531 0.837 0.521 0.370 0.441 0.268 0.532 0.433 0.352 0.388
EE5 0.483 0.890 0.599 0.217 0.316 0.225 0.443 0.311 0.206 0.290
FC1 0.449 0.555 0.832 0.183 0.161 0.127 0.276 0.262 0.094 0.205
FC2 0.436 0.575 0.882 0.189 0.257 0.197 0.326 0.258 0.118 0.244
FC3 0.483 0.481 0.829 0.313 0.400 0.211 0.417 0.238 0.233 0.325
HA1 0.579 0.356 0.318 0.896 0.556 0.371 0.600 0.451 0.524 0.540
HA2 0.445 0.249 0.193 0.911 0.475 0.307 0.460 0.439 0.535 0.497
HA3 0.470 0.277 0.185 0.897 0.450 0.370 0.428 0.462 0.549 0.440
HA4 0.505 0.320 0.271 0.879 0.417 0.380 0.533 0.427 0.481 0.521
HM1 0.594 0.444 0.323 0.436 0.905 0.335 0.562 0.269 0.378 0.435
HM2 0.560 0.408 0.304 0.532 0.944 0.281 0.613 0.345 0.476 0.396
HM3 0.499 0.339 0.281 0.507 0.909 0.310 0.571 0.307 0.434 0.373
IMP1 0.447 0.249 0.217 0.367 0.233 0.824 0.367 0.187 0.251 0.456
IMP2 0.442 0.252 0.177 0.356 0.312 0.824 0.443 0.212 0.300 0.422
IMP3 0.413 0.198 0.175 0.330 0.300 0.853 0.345 0.184 0.246 0.401
IMP4 0.415 0.180 0.133 0.268 0.271 0.814 0.377 0.166 0.243 0.441
PE1 0.728 0.484 0.416 0.536 0.584 0.460 0.878 0.332 0.470 0.626
PE2 0.616 0.521 0.362 0.436 0.546 0.376 0.872 0.343 0.404 0.521
PE3 0.641 0.466 0.303 0.537 0.539 0.381 0.895 0.411 0.546 0.537
PE4 0.659 0.500 0.348 0.503 0.567 0.412 0.894 0.349 0.498 0.539
PV1 0.289 0.326 0.262 0.366 0.282 0.154 0.308 0.876 0.350 0.277
PV2 0.373 0.355 0.259 0.446 0.283 0.209 0.366 0.922 0.394 0.312
PV3 0.378 0.380 0.277 0.486 0.319 0.231 0.399 0.930 0.397 0.320
PV4 0.356 0.392 0.283 0.492 0.325 0.217 0.386 0.906 0.412 0.281
SI1 0.401 0.270 0.160 0.533 0.446 0.305 0.524 0.414 0.926 0.386
SI2 0.374 0.270 0.124 0.532 0.436 0.295 0.496 0.406 0.931 0.378
SI3 0.427 0.281 0.201 0.553 0.427 0.308 0.540 0.402 0.938 0.391
SI4 0.367 0.302 0.174 0.516 0.398 0.238 0.421 0.347 0.870 0.318
UB1 0.657 0.304 0.279 0.561 0.418 0.512 0.600 0.328 0.413 0.893
UB2 0.452 0.247 0.209 0.373 0.285 0.364 0.443 0.234 0.302 0.762
UB3 0.551 0.336 0.281 0.446 0.379 0.408 0.519 0.249 0.279 0.844
Notes: PE = performance expectancy; EE = effort expectancy; HM = hedonic motivation;
PV = price value; FC = facilitating conditions; SI = social influence; HA = habit;
IMP = impulsiveness; BI = behavioural intention; UB = use behaviour.
44 P.K. Chopdar and V.J. Sivakumar

6.3 Structural model evaluation

We evaluated the structural model using PLS-SEM. Figure 2 shows the results of
hypotheses testing for the main effects in the model. It explains 69.7% and 53.1% of the
variance in BI and UB respectively. Thus, our proposed research model substantially
explains variance in BI and moderately for UB of mobile shopping apps. Based on the
results, it is proven that UTAUT2 model is applicable in m-shopping apps context and
successfully predicts consumer’s BI and UB of shopping apps. The PLS-SEM results of
hypotheses testing are shown in Table 5. Based on the findings, H2, H3, H4a, H6, H7a,
H7b, H8a, H8b, and H9 were supported and H1, H4b, and H5 were not supported.
PE (β = 0.3815, p < 0.001) was found to have the strongest influence on BI to use m-
shopping apps among all constructs.
Table 5 Hypotheses testing results using partial least square

Hypothesis Path β value t-value Results

H1 PV → BI –0.010 0.238 Not supported
H2 PE → BI 0.381*** 6.652 Supported
H3 EE → BI 0.134** 2.900 Supported
H4a FC → BI 0.192*** 5.123 Supported
H4b FC → UB –0.048 0.983 Not supported
H5 SI → BI –0.046 1.227 Not supported
H6 HM → BI 0.129** 2.904 Supported
H7a HA → BI 0.136** 2.896 Supported
H7b HA → UB 0.233*** 4.845 Supported
H8a IMP → BI 0.184*** 5.038 Supported
H8b IMP → UB 0.195*** 3.867 Supported
H9 BI → UB 0.467*** 7.209 Supported
Notes: BI (R2) = 0.697; UB (R2) = 0.531; PE = performance expectancy; EE = effort
expectancy; SI = social influence; FC = facilitating conditions; HM = hedonic
motivation; PV = price value; HA = habit; IMP = impulsiveness; BI = behavioural
intention; UB = use behaviour. **p < 0.01; ***p < 0.001.

6.3.1 Predictive relevance and effect size

We employed the blindfolding procedure proposed by Tenenhaus et al. (2005) to obtain
the values of Stone-Geisser’s Q2 (Geisser, 1974; Stone, 1974) to assess the predictive
ability of our model. The cross-validation measure of Q2 is applied, as proposed by Hair
et al. (2011). The omission distance selected was 7 (Cohen, 2013). BI and UB were found
to have adequate predictive relevance, as the reported Q2 values were 0.51 and 0.34
respectively. Therefore, we can infer that the research model has considerable predictive
power to explain the BI and UB of mobile shopping apps. The Q2 values are reported in
Table 6. Effect sizes analyse the power of a model and are of two kinds: f2 and q2. These
were measured by using blindfolding and reported in Table 7.
 Impulsiveness and its impact on behavioural intention 45

Figure 2 Results of the structural model evaluation (main effects)

Price value (PV)

β = –0.010

Performance
expectancy (PE) β = 0.381***

β = 0.467***
Effort β = 0.134**
expectancy (EE) Use behaviour
Behavioural
β = 0.192*** intention (BI) (UB)

Facilitating β = –0.048
conditions (FC) R2 = 0.697 R2 = 0.531
β = –0.046

Social influence
(SI) β = 0.129**

β = 0.136**
Hedonic
β = 0.233***
motivation (HM)

β = 0.184***

Habit (HA)
β = 0.195***

Impulsiveness
(IMP)

Note: **p-value < 0.01; ***p-value < 0.001.

Table 6 Predictive relevance measure

Endogenous variable Q2
Behavioural intention (BI) 0.517
Use behaviour (UB) 0.346
46 P.K. Chopdar and V.J. Sivakumar

Table 7 Effect size

Dependent variable (BI) Dependent variable (UB)

2 2
Constructs Path coefficients F q Path coefficients f2 q2
PE 0.381 0.191 0.089 - - -
EE 0.134 0.028 0.008 - - -
SI –0.046 0.004 0.002 - - -
FC 0.192 0.072 0.031 –0.048 0.003 0.000
HM 0.129 0.029 0.012 - - -
PV –0.010 0.000 –0.002 - - -
HA 0.136 0.029 0.012 0.233 0.077 0.035
IMP 0.184 0.085 0.037 0.195 0.057 0.027
BI - - - 0.467 0.208 0.096
Notes: PE = performance expectancy; EE = effort expectancy; SI = social influence;
FC = facilitating conditions; HM = hedonic motivation; PV = price value;
HA = habit; IMP = impulsiveness; BI = behavioural intention; UB = use
behaviour.

6.4 Mediation effects

We followed the non-parametric bootstrapping approach to ascertain the significance of
the mediating effects in the model (Preacher and Hayes, 2008; Hair et al., 2013). The
condition required for mediation is that the indirect effect has to be significant. The
results presented in Table 8 fulfilled all the criteria for assessment of mediation. The ratio
of indirect-to-total effect, known as variance accounted for (VAF) values, further
supplements the finding. The results substantiated full mediation for H10b and partial
mediation for H10a, H10c, and H10d. The structural model results for the full model are
presented in Appendix B.
Table 8 Testing mediation effect by bootstrapping approach

Direct effect Indirect effect Total

Effect of VAF (%) Interpretation Conclusion
(t-value) (t-value) effect
EE-PE-BI 0.129** 0.178*** 0.307 57.98 Partial Hyp
(2.735) (4.804) mediation supported
PV-PE-BI –0.012n.s 0.082** 0.070 117.14 Full mediation Hyp
(0.264) (3.012) supported

FC-EE-BI 0.196*** 0.082** 0.278 29.50 Partial Hyp

(5.206) (2.610) mediation supported

IMP-HA-BI 0.185*** 0.055** 0.240 22.92 Partial Hyp

(5.032) (2.730) mediation supported

Notes: EE = effort expectancy; PE = performance expectancy; BI = behavioural

intention; PV = price value; FC = facilitating conditions; IMP = impulsiveness;
HA = habit; VAF = variance accounted for; n.s – not significant;**|t| > = 2.57 at
p = 0.01 level; ***|t| > = 3.29 at p = 0.001 level. The VAF > 80% indicates full
mediation, 20% ≤ VAF ≥ 80% shows partial mediation while VAF < 20%
assumes no mediation.
 Impulsiveness and its impact on behavioural intention 47

7 Discussion and conclusions

7.1 Summary and discussion

Academic literature on mobile shopping is growing despite being in its early stage. The
current study developed and empirically validated a model based on UTAUT2 with
specific focus on mobile shopping apps. Among all, PE was found to be the foremost
driver of user’s BI and it is similar to the findings of Venkatesh et al. (2012). Consistent
with Hew et al. (2015), habit was noted to significantly impact BI and use of shopping
apps. This confirms the subconscious reliance of consumers on mobile shopping apps in
present times. Further, the results show EE and HM as significant drivers of BI in the
model. This suggests that users look for shopping apps which are easy to use and buy
products for fun and pleasure. Our study extends the UTAUT2 model by adding the
construct-impulsiveness to it. Results confirmed that consumers with higher
impulsiveness not only exhibited greater intention to use m-shopping apps, but also
showed greater use of shopping apps than those who were less impulsive. It supports our
assumption that mobile shopping apps are an ideal platform for impulsive shoppers
because of their convenience and user-friendly features. Contrary to past studies, SI did
not have significant impact on BI (Chong, 2013). One possible justification is that users
perceive mobile shopping apps to be personal in nature and therefore ignore opinions and
views of other members of society. Similarly, PV could not influence consumers’
intention to use shopping apps significantly and had a negative correlation. This might be
the result of not giving importance to PV construct, as most of the apps are free and users
may be cautious of their spending on mobile shopping. This study adds significantly to
the growing body of literature on mobile shopping by exploring the mediating influence
of PE, EE and habit in the proposed model. The mediation results were found to support
all the proposed hypotheses. PE acts as a partial mediator between EE and BI and as a
full mediator between PV and BI. This shows the combined effects of both EE and PE on
BI of users of mobile shopping apps. PV did not have a significant direct impact on BI to
use mobile shopping apps. But, it was found to exert significant influence on users’
intention through PE. Consumers perception of high PV was found to lead to high
usefulness perception of shopping apps, thereby acting as a significant driver of
consumers’ BI. In addition, habit was reported to be a partial mediator between
impulsiveness and BI. This substantiates the relevance of impulsiveness as a personal
attribute in habit formation in the context of mobile shopping apps. Our study also
revealed EE as a partial mediator between FC and BI. To our knowledge, this study is
unique in exploring the application of UTAUT2 model along with impulsiveness to
explain the adoption and use of mobile shopping applications. The current research
makes threefold contribution to the extant literature. Firstly, it successfully extends and
applies the UTAUT2 model to test various factors that influence BI and use of mobile
shopping apps in India. Thus, it expands the scope and generalisability of the model by
applying it in shopping apps context. Secondly, this study provides a new insight to the
published works in the domain of mobile shopping by exploring the role of impulsiveness
in predicting the use of mobile shopping apps. Finally, the mediating influences of PE,
EE and habit further extend the theoretical boundaries and foster new knowledge for
practitioners. Overall, the findings from the present study would provide practical
understanding to all stakeholders in mobile shopping apps industry.
48 P.K. Chopdar and V.J. Sivakumar

7.2 Theoretical implications

Several implications can be derived from our study. Theoretically, our research
framework applies the UTAUT 2 model to understand and predict the BI and use of
mobile shopping apps by consumers in India. It examines the direct influence of various
predictor variables related to UTAUT 2 on BI and UB of shopping apps. This study
empirically tests and validates the UTAUT2 model in explaining the adoption and use of
mobile shopping apps, thereby contributing significantly to technology acceptance
literature. Another important implication of our study resides in exploring the role of
impulsiveness (as a consumer characteristic) in the adoption and use of m-shopping apps
in India. We have empirically validated impulsiveness as a significant predictor of
consumers’ BI and use of mobile shopping applications. By extending the UTAUT2
model, this study provides a comprehensive theoretical basis for the study of technology
adoption like mobile shopping apps and also results in higher explanatory power of the
model. Furthermore, we have examined the mediating role of PE, EE and habit in the
model. The findings showed significant mediation effect for all the proposed
relationships. Thus, this study contributes immensely to extant literature by refining the
model, resulting in a deeper understanding of causal relationships in the context of
consumers’ adoption and use of mobile shopping apps. Moreover, as our sample
represents the general population of m-shoppers in India, it vastly improves the
generalisability of the findings compared to earlier studies that have predominantly used
study samples comprising students. It is a pioneering work in investigating the various
antecedents of BI and use of mobile shopping apps in India.

7.3 Managerial implications

From the managerial viewpoint, given that PE has the strongest effect on BI, mobile
marketers and app developers should provide better functionalities and newer features to
increase the usefulness of shopping apps. With reference to EE, app developers should
make shopping apps easy to use and more user-friendly. Features like voice search, and
bar code scanners can simplify the process of searching and ordering goods over the
mobile device and would lead to greater intention to use them. We found that consumers
find shopping using mobile apps a personal activity rather than social. Even so, marketers
cannot ignore the SI on m-shoppers and should make extensive use of social media
platforms to help consumers share, comment or suggest products to others to help
improve their mobile shopping experience. Further, mobile marketers could provide
various online and offline support to users like tutorials and FAQ’s to facilitate the use of
m-shopping apps. For HM, content providers should add more functionality in apps,
which will lead to more enjoyment and fun. The use of animation, games and interactive
features will lead to a higher propensity to use shopping apps. Mobile vendors should
provide value to customers by providing better performance, relevant information and
customised products and services. As habit has been reported to have significant effects
on the acceptance and use of shopping apps, mobile marketers should try to increase the
frequency of use of m-shopping apps through various promotional means such as
discounts, coupons and rewards to foster habit among users. As impulsiveness was found
to exert significant positive impacts on consumers BI and UB of shopping apps,
marketers should try to increase and harness its favourable effect by providing convenient
features, faster shopping experience and in-app promotions. The results on mediation
 Impulsiveness and its impact on behavioural intention 49

recommend managers to focus on the ease of use as well as delivery of better value to
customers through the use of shopping apps. App developers should focus on developing
better user interface with easy-to-use features and functionalities to deliver personalised
offers. At the macro level, improved infrastructure with faster networks and secured
payment mechanisms will further accelerate the use of mobile shopping apps.

7.4 Limitations and future research

Despite some significant contributions, several limitations are present in the current
study. First of all, this study being conducted in India, the findings may not be applicable
to other countries. It is therefore, advisable to replicate the current work in different
countries to test its generalisability. As we have adopted the cross-sectional design for
this study, future research can use a longitudinal design to better capture the change in
consumer behaviour over time. Future researchers are advised to make use of qualitative
research to identify and incorporate various factors influencing the adoption and use of
mobile shopping apps in developing their conceptual framework. Along with the drivers,
various barriers to the use of m-shopping apps should be identified and integrated into the
research model. The difference in drivers and barriers for different types of shopping
apps is another research area that will be appealing for future researchers. As the study
findings and implications are on the general use of shopping apps, research focussing on
specific product categories and user groups will be worthy of consideration in future.
Further, various psychographic variables like motives, lifestyle, values and situational
variables can be employed as moderators in future studies on the acceptance and use of
shopping apps. Lastly, future research on the continued use of mobile shopping apps and
its effect on consumers and retailers are also highly recommended.

Acknowledgements

The authors are extremely grateful to the editor and anonymous reviewers for their
valuable comments and feedback.

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Appendix A

Table A1 Constructs, indicators, and sources

Construct Items Sources

Performance I find mobile shopping apps useful in my daily life. Venkatesh et al. (2003,
expectancy Using mobile shopping apps help me do shopping 2012)
more quickly.
Using mobile shopping apps increase my
productivity.
Using mobile shopping apps increase my chances of
achieving things that are important to me.
Effort Learning how to use mobile shopping apps is easy Venkatesh et al.
expectancy for me. (2012) and Martin and
My interaction with mobile shopping apps is clear Herrero (2012)
and understandable.
I find mobile shopping apps easy to use.
It is easy for me to become skilful at using mobile
shopping apps.
Using the mobile shopping apps is simple to me.
Social People who are important to me think that I should Venkatesh et al.
influence use mobile shopping apps. (2012) and Lu (2014)
People who influence my behaviour think that I
should use mobile shopping apps.
People whose opinions that I value prefer that I use
mobile shopping apps.
My friends think that I should use mobile shopping
apps.
Facilitating I have the resources necessary to use mobile Venkatesh et al.
conditions shopping apps. (2012)
I have the knowledge necessary to use mobile
shopping apps.
Mobile shopping apps are compatible with other
technologies I use.
Hedonic Using mobile shopping apps is fun. Venkatesh et al.
motivation Using mobile shopping apps is enjoyable. (2012)
Using mobile shopping apps is very entertaining.
 Impulsiveness and its impact on behavioural intention 55

Table A1 Constructs, indicators, and sources (continued)

Construct Items Sources

Price value Mobile shopping apps are reasonably priced Venkatesh et al.
(2012) and Baptista
Mobile shopping apps are reasonably priced
and Oliveira (2015)
comparing with other shopping channels.
Mobile shopping apps are a good value for the
money.
At the current price mobile shopping apps provide a
good value.
Habit The use of mobile shopping apps has become a Hew et al. (2015),
habit for me. Tomas and Elena
I am addicted to using mobile shopping apps. (2013) and Venkatesh
et al. (2012)
I must use mobile shopping apps.
Using mobile shopping apps has become natural to
me.
Impulsiveness I often buy things spontaneously. Rook and Fisher
I see it; I buy it, that’s me. (1995)

I sometimes feel like buying things without thinking

beforehand.
‘Just do it’ describes the way I buy things.
Behavioural I intend to continue using mobile shopping apps in Venkatesh et al.
intention the future. (2012)
I will always try to use mobile shopping apps in my
daily life.
I plan to continue to use mobile shopping apps
frequently.
Use behaviour I frequently purchase products through mobile Lee and Lee (2007),
shopping apps. Lu and Su (2009) and
I use mobile shopping apps periodically. Zhou et al. (2010)
I often use mobile shopping apps to do online
shopping.
56 P.K. Chopdar and V.J. Sivakumar

Appendix B

Figure A1 Results of the structural model evaluation (full model)

Price value (PV)

β = –0.011

β = 0.216***

R2 = 0.348 Performance
expectancy (PE) β = 0.380***

β = 0.469***

β = 0.469***
Effort
R2 = 0.401 β = 0.128**
expectancy(EE)
Behavioural Use behaviour
β = 0.633*** β = 0.196*** intention (BI) (UB)

Facilitating β = –0.051
conditions (FC) R2 = 0.697 R2 = 0.531
β = –0.045

Social influence
(SI) β = 0.132**

β = 0.137**
Hedonic
β = 0.232***
motivation (HM)

β = 0.185***

R2 = 0.160 Habit (HA)

β = 0.194***

β = 0.400***

Impulsiveness
(IMP)

Note: **p-value < 0.01; ***p-value < 0.001.