International Journal of Information Management 53 (2020) 102106

Contents lists available at ScienceDirect

International Journal of Information Management

journal homepage: www.elsevier.com/locate/ijinfomgt

Consumers response towards mobile commerce applications: S-O-R T

approach
Prasanta Kr Chopdara,1, Janarthanan Balakrishnanb,1,*
a
Thiagarajar School of Management, Madurai, India
b
Department of Management, School of Commerce and Business, Central University of Tamil Nadu, Thiruvarur, 610005, India

ARTICLE INFO ABSTRACT

Keywords: The paramount importance for mobile retailers, expecting higher sales and cost savings is customer retention.
Mobile shopping application Though previous studies have explored various nuances of customer behaviour towards mobile commerce ap-
Impulsiveness plications, this study majorly aims to understand the drivers of repurchase intention and satisfying experience in
Perceived value an m-commerce shopping environment. The study follows the stimulus-organism-response (S-O-R) theoretical
Stimulus-organism-response (S-O-R)
approach. A cross-sectional design was adopted for this study involving data from 420 regular mobile shoppers
Repurchase intention
Satisfying experience
in India through a non-probabilistic sampling procedure. The collected data were later analysed using structural
equation modeling. The results indicate perceived ubiquity and m-commerce app incentives as two strongest
predictors of impulsiveness and perceived value respectively. It was further observed that impulsiveness nega-
tively affects consumers repurchase intention but positively enhances the satisfying experience, whereas per-
ceived value favourably affects both the variable. The study contributes in various ways; first, a holistic model
using the S-O-R framework is a new addition in literature ground; second, the extra focus on the construct
satisfying experience will give a larger understanding to optimise the m-commerce applications efficiently.
Moreover, the study also presents managerial implications for practitioners working in areas related to m-
commerce.

1. Introduction
The global retail mobile commerce (M-commerce) revenue is pre-
dicted to increase to reach 693 billion US dollars in 2019, from a
modest 96.34 billion US dollars in the year 2015 (Statista, 2019). Allied
advancement in digital payment infrastructure and logistics in recent
times, along with growing smartphone and internet penetration are
stimulating the m-commerce revolution around the world. Mobile
shopping applications (apps) have allowed online retailers to provide
customised shopping experiences through user-friendly features and
omni-channel integration. The benefits of convenience, personalised
offers, and faster shopping experiences have prompted online shoppers
to prefer mobile shopping apps over other modes of online shopping
(Forbes, 2017). Despite its enormous popularity, empirical studies
about mobile shopping applications are sparse and have mainly fo-
cussed on the adoption, and initial use of shopping apps among con-
sumers (Kim, Kim, Choi, & Trivedi, 2017; Yadav, Sharma, & Tarhini,
2016).
Even though initial adoption is a must for any information system
(IS) success, repeated use is crucial for attaining long term viability and
profit (Bhattacherjee, 2001). Repurchase intention through mobile
shopping apps, explains the probability of shoppers considering the
same mobile application in the future (Lin & Wang, 2006). Most of the
literature has addressed repurchase intention from a brand perspective,
but limited studies have explored the construct in channel-specific
terms (Ebrahim, Ghoneim, Irani, & Fan, 2016). As omni-channel func-
tions have become an essential element for any business growth, the
channels in which the organisation expands have become very crucial
(Hübner, Holzapfel, & Kuhn, 2016; Yumurtacı Hüseyinoğlu, Galipoğlu,
& Kotzab, 2017). Similarly, there are robust literature available to un-
derstand the importance of satisfying experience related to online
buying behaviour (Bilgihan, Kandampully, & Zhang, 2016; Lemon &
Verhoef, 2016). While experience is considered to be an effective pre-
cursor for sustainable action, the same is not investigated in the mobile
commerce domain (McLean, Al-Nabhani, & Wilson, 2018).
Repurchase intention and satisfying experience are crucial outcomes
that marketers generally aim for. But there are various precursors that
build synthesis to achieve such goals. Impulsiveness and customer

⁎
Corresponding author.
E-mail addresses: prashant.chopdar@gmail.com, prasanta@tsm.ac.in (P.K. Chopdar), reachjanarthanan@gmail.com, janarthanan@cutn.ac.in (J. Balakrishnan).
1
Both authors contributed to the preparation of this manuscript.

https://doi.org/10.1016/j.ijinfomgt.2020.102106
Received 19 June 2019; Received in revised form 5 March 2020; Accepted 5 March 2020
0268-4012/ © 2020 Elsevier Ltd. All rights reserved.
P.K. Chopdar and J. Balakrishnan
perceived value are two important factors that can lead marketers to
the desired response. Several past studies have investigated the role of
impulsiveness in the context of online consumer behaviour (Farah &
Ramadan, 2017; Hubert, Hubert, Linzmajer, Riedl, & Kenning, 2018;
Liu, Li, & Hu, 2013). From an extensive literature review, it was found
that a limited number of studies have explored various drivers of im-
pulsiveness in the online context (Chih, Wu, & Li, 2012; Clements &
Boyle, 2018; Floh & Madlberger, 2013; Ozen & Engizek, 2014). Leong,
Jaafar, and Sulaiman (2017) have investigated the role of big five
personality traits on impulse purchase in Facebook commerce. Com-
pared to the online channels, a mobile application is a more dynamic
medium to shop, that enables retailers to send geo-targeted notifica-
tions and personalised offers to entice consumers to buy. However,
various app-specific characteristics present both opportunities and
challenges for online retailers and mobile marketers. But research in-
vestigating various antecedents of consumers’ impulsiveness in the
context of mobile shopping applications is scant. Thus, both academi-
cians and practitioners would do well to uncover and validate factors
that may induce impulsiveness among app users to fully tap its en-
ormous potential.
We encounter numerous studies in the literature that confirms the
importance of perceived value as a significant determinant of customer
satisfaction and loyalty. Value perception had a significant positive
effect on both satisfaction and loyalty of consumers with mobile com-
munications (Lai, Griffin, & Babin, 2009). In another study, perceived
value was found to be a crucial driver of users’ continued engagement
towards mobile activities (Kim, Kim, & Wachter, 2013). Voropanova
(2015) posited that the use of mobile phones for shopping enhances
consumers’ productivity leading to higher perceived value. Few recent
works have examined multiple components of perceived value con-
cerning mobile coupon (M-coupon) applications (Liu, Zhao, Chau, &
Tang, 2015), mobile government (M-government) technology (Wang,
2014), and mobile payment (M-payment) (Yang, Liu, Li, & Yu, 2015).
But, to the best of our knowledge, hardly any studies have profiled
various precursors of perceived value of mobile shopping applications.
Moreover, Köster, Matt, and Hess (2016) in their paper have suggested
the importance of exploring perceived value with regard to m-com-
merce. An effort to discover variables that may augment customer
perceived value of shopping apps will pay rich dividends for mobile
retailers (M-retailers) and app developers and assist them in fostering
satisfaction and continual app usage. Thus, based on the above dis-
cussions and identified gaps in the literature, this study aims to find
various antecedents of impulsiveness and perceived value and examine
their impact on consumers ensuing use of mobile shopping applications.
This study uses the stimulus-organism-response (S-O-R) framework
that embodies a holistic approach, by unifying concepts from consumer
behaviour, information system, and psychology domains. It has been
the most popular theoretic lens for studying online impulse buying
behaviour (Floh & Madlberger, 2013; Liu et al., 2013; Parboteeah,
Valacich, & Wells, 2009). It has also been adopted to study perceived
value and its impact on behavioural intention and use of online shop-
ping and location-based services over smartphones (Park & Lennon,
2009; Peng & Kim, 2014; Zhang & Mao, 2012). But, to our knowledge,
the usage of the S-O-R paradigm to explain consumer behaviour asso-
ciated with mobile shopping applications is scarce. Chakraborty and
Balakrishnan (2017) have noted that online behaviour of people of
different age groups are dissimilar. But there is little knowledge on how
this can be generalised to m-commerce domain. Motivated by the key
issues identified, we seek to find answers to the following research
questions (RQ’s) in our study. They are RQ1. What are the marketing
level stimuli that build impulsiveness and perceived value in mobile
shopping applications? RQ2. What is the role of impulsiveness and
perceived value in creating satisfying experience and repurchase in-
tention? RQ3. Does age influence the shopping experience and re-
purchase intention of app users?
This study makes multifarious contributions to the mobile
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International Journal of Information Management 53 (2020) 102106
commerce literature and towards a finer cognizance of post-adoption
usage of mobile shopping applications in particular. Firstly, this study
identifies several antecedents of consumer impulsiveness and perceived
value and examine their impacts on it. Secondly, the effect of impul-
siveness and perceived value on satisfying experience and repurchase
intention is probed. Thirdly, it investigates the moderating role of age
over the impact of impulsiveness and perceived value on satisfying
experience and repurchase intention. The above contributions of this
study are remarkable, as it disseminates knowledge on key drivers of
consumer impulsiveness and perceived value of shopping apps and
helps m-retailers in designing strategies for app retention.
The rest of the paper is organised in the following manner: first, a
review of relevant bodies of literature and theoretical background of
the study is discussed, followed by the research model, and statement of
hypotheses. Then, research methodology is outlined that describes the
sample, measures, and data collection. Subsequently, the results of the
data analysis are presented. The results are discussed in the next sec-
tion, followed by theoretical and managerial implications, limitations
and suggestions for future research. The conclusion is presented in the
last section.
2. Literature review and theoretical background
2.1. The S-O-R model
The stimulus-organism-response (S-O-R) framework proposed by
Mehrabian and Russell (1974) is one of the most prominent models in
environmental psychology. It describes a process where an external
environmental factor (stimulus) influences consumers' internal state
(organism), which consequently results in their approach or avoidance
behaviour (response). As mentioned earlier, prior literature is replete
with studies employing the S-O-R model to explore consumers’ online
impulse buying behaviour. Huang (2016) explained online impulse
buying behaviour in social commerce by following the S-O-R paradigm.
Impulsiveness construct has been tested and observed to be a crucial
driver of impulsive purchase in both offline and online context (Wells,
Parboteeah, & Valacich, 2011). Consumers with higher impulsiveness
are more likely to demonstrate a greater urge to buy impulsively online
(Liu et al., 2013). While exploring online impulse buying using the S-O-
R framework, Chan, Cheung, and Lee (2017) have proposed that two
types of stimuli arouse consumers’ cognition and affection, namely
external and internal stimuli, as well as two types of organisms, namely
cognitive and affective reactions. Thus, to stimulate a holistic under-
standing of consumer impulsiveness, it is highly imperative to explore
and identify various technology related, external, and situation-specific
determinants of this construct, rather than viewing it purely as an in-
ternal consumer characteristic.
Researchers of late have started to employ the S-O-R framework in
explaining mobile consumer behaviour. Li, Dong, and Chen (2012)
elucidated the role of emotions in the consumption experience of m-
commerce. In a recent experimental study on mobile applications,
Bhandari, Neben, Chang, and Chua (2017) noted the significant influ-
ence of design factors (stimuli), on emotions, i.e. arousal and valance
(organism), and subsequently on quality perception (response).
Vazquez, Dennis, and Zhang (2017) applied the S-O-R paradigm to
analyse the effect of mobile instant messaging on consumers' electronic
word of mouth (e-WOM) towards an online retailer in China. Chen and
Yao (2018) have examined various drivers of impulse buying beha-
viours in a mobile auction from the perspective of the S-O-R model. In
another study, Rodríguez-Torrico, San-Martín, and San José-Cabezudo
(2019) have empirically tested and validated an integrative model to
enlist various drivers of mobile shoppers repurchase intention. Drawing
on the S-O-R paradigm, Zheng, Men, Yang, and Gong (2019) have ex-
amined the effect of some situational stimuli (visual appeal, portability,
and interpersonal influence) on the hedonic and utilitarian browsing
behaviour of Chinese Mobile shoppers.
P.K. Chopdar and J. Balakrishnan
A comprehensive review of the literature indicates that despite
several studies on the S-O-R model in the online and mobile domain, its
application in the context of mobile shopping applications, in parti-
cular, is limited. Lately, Chopdar and Sivakumar (2018) have applied
and validated the S-O-R framework in the context of mobile shopping
application by outlining the deleterious effect of psychological contract
violation on service quality and perceived value. It is important to
realise that; mobile app interfaces function differently in many ways
compared to an online or mobile website and thus comprise a separate
area of research. Based on the review of prior literature and the context
of our research, we believe that the S-O-R model is the appropriate
theoretic foundation, as it allows us to bring in various app-specific
factors and capture their holistic impact on users’ organismic states and
ensuing response.
2.2. Marketing related stimuli (S)
Given the fast-growing smartphone audience, marketers employ
numerous strategies to garner their attention. Unlike other stationary
digital gadgets, smartphone transactions invite and facilitate multi-di-
mensional function to its users, irrespective of place or time constraint.
This kind of time and location-sensitive properties are referred to as
ubiquity by previous literature (Kleijnen, De Ruyter, & Wetzels, 2007).
Researches have reflected that ubiquity may play an important role in
the online retail industry (Okazaki & Mendez, 2013). Also, ubiquity is
well-known as one of the four “U” of ubiquitous commerce (U-com-
merce) construct, where the other three are uniqueness, universality,
and unison (Okazaki & Mendez, 2013). Even though the concept of
ubiquity is prominently discussed across most of the touchpoints, but it
has garnered more attention in terms of mobile services in recent times
(Arpaci, 2016). Due to universal connectivity, mobile phones were
known for ubiquitous targeting to its customers. Despite the extensive
usage of ubiquity in mobile services, limited researches have tried to
understand its role in broader commerce platforms, especially in m-
commerce.
As ubiquity delivers customers ease of use with m-commerce,
marketers employ personalised mechanisms to deliver contextual of-
ferings to them. Contextual offering in marketing refers to providing
optimal information to customers about the product and services based
on their targeted behavioural mechanism (Zhou, 2013). M-commerce
applications offer a focussed recommendation mechanism to satisfy
customer demand. Providing context-based information highly relies on
the personal and environmental context of the customers, in which
personal context refers to the customers’ demographic information and
the latter refers to the time and place of the customers’ presence (Zhou,
2013). Despite its predominant use in m-commerce, limited attention
has been given to contextual offering construct in prior literature.
Besides contextual offerings, marketers attempt to impart various
visual aesthetic features to attract customers. In recent times, retailers
have started employing various technologies to increase the visual
perception of the mobile stores in par with the offline retail stores.
Customers clearly express more sensational attraction towards visual
stimuli (Clement, 2007). Besides attracting the customers through vi-
sual sensory, m-commerce apps tend to provide more product-related
visuals to garner customer attention. Again, given the growth of visual
offering and the investments marketers make, limited attention has
been given to this construct in the context of retailing.
The other most important stimulus that marketers create to attract
the customers is app incentives, which are provided exclusively with m-
commerce apps. This also becomes a notable point of difference be-
tween mobile commerce (M-commerce) and electronic commerce (E-
commerce) platform. M-commerce apps tend to offer various incentives
like cashback offers, discounts, shipping incentives, etc. Xu and Yuan
(2009) explain two types of incentives prevalent in m-commerce
namely, financial incentives and mandatory policy to attract customers.
Despite the importance of app-based incentives in m-commerce,
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International Journal of Information Management 53 (2020) 102106
empirical research on it is in the exploratory stage. In consolidation to
the above discussion in both theoretical and managerial perspectives,
we propose the following constructs namely; perceived ubiquity, con-
textual offering, visual offering, and app incentives as stimuli (S) in the
S-O-R approach.
2.3. Perceived value and impulsiveness as organism (O)
Perceived value represents customers’ assessments of the quality of
the product (and service) being sought relative to its price and is found
to positively influence their satisfaction levels (Hult, Sharma, Morgeson
III, & Zhang, 2019). In other words, perceived value is the consumer's
perception of what they get vis-à-vis what they have to give to acquire
products and services. Perceived benefits/value was found to be a
crucial antecedent of customer experience with online retail (Rose,
Clark, Samouel, & Hair, 2012). As demonstrated in the behavioural
model (Fishbein & Ajzen, 1975), affect is significantly influenced by
cognition. Customers’ perceptions of value and customers’ service ex-
periences are inextricably intertwined, as noted by Helkkula and
Kelleher (2010). Researches in marketing have implied that value is a
crucial measure that builds prospective response among consumers,
which in parallel justifies the fact that value construct can be an or-
ganism.
Impulsiveness is another important construct that our study focusses
on. Liu et al. (2013) refers impulsiveness as a psychological organism
that directly seeks a response. Impulsiveness or impulse buying ten-
dency is defined as "both the tendencies (1) to experience spontaneous
and sudden urges to make on-the-spot purchases and (2) to act on these
felt urges with little (conscious) deliberation or evaluation of con-
sequence" (Beatty & Ferrell, 1998, 174). Impulsiveness denotes "a
consumer tendency to buy spontaneously, non-reflectively, im-
mediately, and kinetically" (Rook & Fisher, 1995, 306). Impulsiveness
construct has been studied extensively in prior literature in both offline
and online contexts (Floh & Madlberger, 2013; Liu et al., 2013; Prashar,
Parsad, & Vijay, 2017). But empirical investigations about the impact of
impulsiveness on mobile shopping (m-shopping) have just begun and
are limited. This study uses perceived value and impulsiveness as or-
ganism variables.
2.4. Satisfying experience and repurchase intention as Response (R)
Homburg, Jozić, and Kuehnl (2017) have noted that creating cus-
tomer experience is important for retailers to achieve a prospective
response. Experiences are built on the preface of both cognitive and
affective components. Previous studies have supported that providing
fruitful customer experience can build satisfaction, trust, re-purchase
intention, and loyalty (Deng, Turner, Gehling, & Prince, 2010;
Srivastava & Kaul, 2016). Klaus (2013) confirms that the dynamic
features provided in an online environment have given an upper hand
for marketers to build experience. Similarly, m-commerce has more
potential to build a dynamic app that can provide a satisfying experi-
ence. Despite multi-dimensional efforts of marketers to enhance the
satisfying experience, very limited attention has been given to under-
stand how perceived value and impulsiveness augment such an out-
come. Moreover, keeping in line with the objectives of our study, we try
to build a holistic model on how the stimuli and organisms shape re-
purchase intention in m-commerce. Perceived ubiquity, contextual of-
fering, visual attractiveness, and app incentives are treated as stimuli in
the model, and their influence on impulsiveness and perceived value of
mobile shopping application (organism) are examined. Consequently, it
models their impact on the satisfying experience and repurchase in-
tention through mobile shopping app (response). The conceptual model
proposed is presented in Fig. 1.
P.K. Chopdar and J. Balakrishnan
Fig. 1. Model 1 – The proposed hypothetical model.
3. Research model and hypotheses development
Based on the S-O-R paradigm, this empirical work seeks to identify
marketing related attributes that act as stimuli and portrays their im-
pact on consumer impulsiveness and perceived value with a mobile
shopping application. Consumers’ satisfying experience and repurchase
intention is the resulting response variable in the model.
3.1. Stimuli and organism
Stimuli are the initiating phase of consumers’ state of organism and
eventual response behaviour in a consumption context. The ensuing
sections outline the various cues and furnish theoretical support for
their proposed effect on consumers’ internal state of impulsiveness and
perceived value associated with mobile shopping applications.
3.1.1. Perceived ubiquity
Johnson, Kiser, Washington, and Torres (2018) have defined per-
ceived ubiquity as the user having anytime and anyplace access to
various mobile services (M-services). The ubiquity of mobile apps is
conceptualised as a multifaceted construct including continuity, im-
mediacy, and searchability by Okazaki and Mendez (2013). Kim, Lin,
and Sung (2013) noted that the ubiquitous nature of mobile devices (m-
devices) helps consumers to download apps to access real-time in-
formation and transact from anywhere. Mobile entertainment apps like
gaming, shopping, and instant messaging can prevent consumers’
boredom and promote playful engagement (Tojib & Tsarenko, 2012). In
an empirical study in Thailand, ubiquitous m-commerce services like
short message service (SMS) were found to influence consumers’ im-
pulse buying tendency (Davis & Sajtos, 2009). Hence, it is hypothesised
that:
Hypothesis 1. Perceived ubiquity positively affects impulsiveness with
mobile shopping applications.
In another study, Choi, Cheong, Somera, and Hao (2014) observed
that service ubiquity leads to an increase in the usefulness of mobile
commerce. Zarmpou, Saprikis, Markos, and Vlachopoulou (2012) con-
ceptualised the functionality construct that entails ubiquity of m-ser-
vices and showed its significant positive impact on the perceived use-
fulness in m-commerce. Further, ubiquitous connection in m-commerce
was noted to be positively related to consumer perceived value (Zhou,
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International Journal of Information Management 53 (2020) 102106
Lu, & Wang, 2010). To the best of our knowledge, no empirical work
has been carried out on the influence of perceived ubiquity on per-
ceived value of mobile shopping applications. Based on the findings of
prior studies, it is assumed that perceived ubiquity of shopping apps
would positively influence the value perception of consumers. Hence,
the following hypothesis is proposed:
Hypothesis 2. Perceived ubiquity positively affects perceived value of
mobile shopping applications.
3.1.2. Contextual offering
Contextual offering refers to the presentation of location-specific
personalised information and services (Zhou, 2013). Contextual in-
formation may lessen the effort required on the part of consumers to
find relevant products and services, thereby augmenting their perceived
congruence. Lee (2005) observed that contextual information acts as a
point of purchase promotion tool and leads to a greater intention to use
m-commerce. Delivering context-specific messages can encourage un-
planned purchases on the mobile platform (Andrews, Goehring, Hui,
Pancras, & Thornswood, 2016). Moreover, contextual information
creates a positive effect due to its serendipity and unexpectedness
(Naylor, Raghunathan, & Ramanathan, 2006), and have been confirmed
to encourage compulsive buyers to purchase from social shopping
websites (Kukar-Kinney, Scheinbaum, & Schaefers, 2016). It is argued
that contextual information provided by m-retailers on shopping ap-
plications would generate impulsiveness among app users. Based on the
previous findings, the following hypothesis is developed:
Hypothesis 3. Contextual offering positively affects impulsiveness with
mobile shopping applications.
Similarly, shopping application users who receive contextually re-
levant and personalised messages and offerings from m-retailers will
perceive it as more valuable. Previous studies have posited that giving
valuable content and communication is one of the essential sources to
build value among consumers. Contextual offering was shown to posi-
tively influence the perceived usefulness of mobile purchase (m-pur-
chase) (Zhou, 2013). The use of contextual information was found to be
a significant driver of consumers’ willingness to accept mobile adver-
tising (Merisavo et al., 2007). In a recent study, contextualised location-
based advertising was noted to positively affect consumers’ perceived
value (Lin & Bautista, 2018). Hence, understanding consumers and
P.K. Chopdar and J. Balakrishnan
providing contextual offerings on mobile shopping apps are likely to
increase their value perception. Thus, we hypothesise that:
Hypothesis 4. Contextual offering positively affects perceived value of
mobile shopping applications.
3.1.3. Visual attractiveness
Visual merchandising is an effective sales promotion technique that
marketers follow to increase transaction output (Law, Wong, & Yip,
2012). Previous studies have identified that visual merchandising will
lead to more unplanned purchase actions among consumers (Law et al.,
2012). The same was investigated in the context of third-party mar-
ketplace websites (Khakimdjanova & Park, 2005). The visual appeal of
a website significantly triggered impulsiveness among online shoppers
(Liu et al., 2013). Similarly, Zheng et al. (2019) have substantiated that,
visual appeal induces consumers to purchase impulsively on m-com-
merce platforms. There is a considerable difference between a website
and mobile application visuals, in terms of layout, colours used, us-
ability flow, designs, etc. The consistent growth and differing nuances
motivate us to examine the role of visual attractiveness in mobile
commerce applications. A visually appealing app interface will foster
impulsiveness among mobile shoppers. Hence, the next hypothesis is
proposed:
Hypothesis 5. Visual attractiveness positively affects impulsiveness
with mobile shopping applications.
In mobile commerce, apps follow dynamic design and templates to
be congruent with the customer expectations (Magrath & McCormick,
2013). One of the most important goals for digital marketers is to in-
crease traffic and reduce the bounce rate through functional and at-
tractive designs. While attractive designs can yield more impulsiveness,
on the other side functional designs can increase the perceived value of
the customers. Visual aesthetics related to a website can increase con-
sumers’ online shopping value (Cai & Xu, 2011). The same may apply to
mobile commerce applications, where the marketers attempt various
optimised designs to increase customer value. Based on their empirical
findings, Xu, Peak, and Prybutok (2015) have advised app developers to
focus on interface design and make apps visually more attractive to
strengthen perceived value among users. Thus, based on the above
discussion, we propose the following hypothesis.
Hypothesis 6. Visual attractiveness positively affects perceived value
of mobile shopping applications.
3.1.4. App incentives
App incentives refer to the exclusive offers and discounts given by
m-retailers to reward its users to download their app and make in-app
purchases (Dale, White, Mitchell, & Faulkner, 2019). Leading online
retailers provide deals and discounts exclusively on their mobile ap-
plications, known as app-only deals, that can be accessed by smart-
phone users and acts as an impetus for consumers to install and buy
through apps. Lee, Park, and Jun (2014) posited that daily deals and
offers presented through shopping apps are likely to result in higher
impulsive actions compared to off-line channels. In a study on mobile
shopping applications, deal proneness was found to increase the usage
of apps among consumers (Tak, Tak, Panwar, & Panwar, 2017). The
above finding supports the assumption that deal prone consumers are
willing to switch to app-based shopping to derive benefits of various
promotional deals offered exclusively on them. Hence, to shed more
light on the issue mentioned above the ensuing hypothesis is posited:
Hypothesis 7. App incentives positively affects impulsiveness with
mobile shopping applications.
There is a general tendency of consumers to opt for promotions and
deals to save money and derive value from online transactions.
Monetary savings resulting from sales promotions and discounts are a
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International Journal of Information Management 53 (2020) 102106
significant component of utilitarian values derived by consumers on
electronic commerce platforms (Chiu, Wang, Fang, & Huang, 2014).
Similarly, perceived monetary savings from m-coupons were reported
to be strongly associated with consumers’ value perception of m-coupon
applications (Liu et al., 2015). To further extend prior research findings,
Fang, Zhao, Wen, and Wang (2017) have called for research on the
impact of the app reward system on behavioural engagement of con-
sumers. As such, the next hypothesis is proposed:
Hypothesis 8. App incentives positively affects perceived value of
mobile shopping applications.
3.2. Organism and response
Organism entails internal cognitive and affective processes that are
regarded as an intermediate state between stimuli and responses in the
S-O-R framework (Fang et al., 2017). In this research, we have con-
sidered impulsiveness and perceived value as organism, while satisfying
experience and repurchase intention are the response variables.
3.2.1. Impulsiveness and satisfying experience
In an empirical study among hypermarket shoppers in India, im-
pulsiveness was found to be a significant predictor of positive customer
experience (Atulkar & Kesari, 2016). Another study by Li (2015)
showed that impulsive buying results in a higher level of happiness
consequently leading to greater post-impulsive buying satisfaction.
Creating customer experience has become an important task for mar-
keters in recent times. Given the dynamic interface of mobile applica-
tions, m-retailers have found huge scopes of creating Omni experience
for customers through their purchase journey (Lemon & Verhoef, 2016).
Flipkart, an Indian online marketplace business has integrated
games in their mobile shopping application to instil greater experience
to the buyers also through which they can earn rewards. In other words,
there is more probability that the sources for experiences can also be
precursors for impulsiveness. The convenience and ease of access to
purchase provided by online retailers like Amazon stimulate impul-
siveness among shoppers leading to instant satisfaction and gratifica-
tion (Farah & Ramadan, 2017). Building on the previous findings, we
posit that impulsiveness may lead to a positive satisfying experience for
shopping app users. Thus, the next hypothesis is proposed:
Hypothesis 9. Impulsiveness positively affects satisfying experience
with mobile shopping applications.
3.2.2. Impulsiveness and repurchase intention
Researchers of late have revealed that consumers’ predilection to-
wards shopping on mobile platforms are due to its nature, size, and
anytime, anywhere convenience (Gao, Waechter, & Bai, 2015; Wang,
Malthouse, & Krishnamurthi, 2015). Impulsiveness was noted to be an
important determinant of m-commerce adoption for consumers in
China (Ng, 2016). One crucial research question raised by Boeck,
Lamarre, and Galarneau (2011) that provides future research direction
on mobile consumer behaviour is: what are the effects of impulsiveness
on app usage behaviour? Rodríguez-Torrico, Cabezudo, and San-Martín
(2017) noted that impulsiveness is linked with more frequent use of
mobile platforms compared to the online channel. The recent work by
Chopdar and Sivakumar (2019) has evinced the significant positive
impact of impulsiveness on both behavioural intention and use beha-
viour of mobile shopping applications.
Information System (IS) continuance refers to ‘the post-adoption
behavioural patterns that reflect the continued use of a particular IS’
(Limayem, Hirt, & Cheung, 2007). Prior researches have noted, con-
tinued use to be a crucial outcome of the success of mobile technology
(M-technology), as it is less expensive to retain current consumers and
loyal customers produce higher revenues (Chen, 2012; Dai, Hu, &
Zhang, 2014). Based on the past findings, we may deduce that
P.K. Chopdar and J. Balakrishnan International Journal of Information Management 53 (2020) 102106

impulsiveness is a significant predictor of consumers’ initial use of Hypothesis 12. Perceived value positively affects the repurchase
mobile shopping apps. But a research question that arises is: Does im- intention through mobile shopping applications.
pulsiveness act as a significant driver of repeated use/repurchase in-
tention with shopping apps? Vinayak and Malhotra (2017) have noted
3.2.5. Satisfying experience and repurchase intention
that impulsiveness positively correlates with excessive use of mobile
Customer experience is the sum of all cues and touchpoints a cus-
phones. But, notwithstanding a few notable works, little empirical
tomer engages with an organisation to produce an overall experience
evidence exists about the role of impulsiveness in post-adoption use of
(McLean & Wilson, 2016). In recent times, creating experiences has
mobile shopping applications. Due to its convenient nature and ease of
become inevitable for any business setup, especially new experiences
use, the authors expect that impulsiveness may increase consumers’
(Seo, 2013). New stimuli can lead to both cognitive and peripheral
repeat purchase intention with mobile shopping applications. Ad-
arousals, which can uplift the state of experience (Bilro, Loureiro, & Ali,
ditionally, it makes for an interesting comparison of our findings with
2018). Satisfaction, trust, repurchase intention, and loyalty have all
prior studies on impulsiveness with mobile shopping adoption. Thus,
been summarised as consequences of positive customer experience
the next hypothesis is proposed:
(Shobeiri, Mazaheri, & Laroche, 2018; Verhoef et al., 2009). Based on
Hypothesis 10. Impulsiveness positively affects the repurchase the past pieces of evidence, we can firmly state that more the congruent
intention through mobile shopping applications. and satisfying experience that the business can provide for its custo-
mers, there is more probability of them to have a strong and sustained
relationships with them.
3.2.3. Perceived value and satisfying experience
Mobile applications provide a dynamic medium for consumers to
Marketers tend to increase the value perception by either increasing
search and purchase products and services from many online retailers
the benefits or decreasing the cost. In this line, experience is one of the
across the globe. A satisfying experience in purchasing food products
major psychological benefits that consumer seeks. Especially con-
via mobile terminals was noted to be a significant determinant of m-
cerning the service industry, experience has become an important value
shoppers continuance intention (Shang & Wu, 2017). On similar lines,
determiner for sustainable growth (Ritch & Schröder, 2012). Perceived
the recent empirical work of McLean et al. (2018) showed that positive
value contributes positively towards developing a satisfying overall
and satisfying customer experience can bolster consumers’ frequency of
experience for customers in various offline and online contexts (Jain,
app usage for online purchases. Therefore, we suggest that satisfying
Aagja, & Bagdare, 2017). In a recent study, various dimensions of
experience with shopping on apps may positively influence the re-
customers’ perceived value were found to be significant predictors of
purchase intention of mobile shoppers (M-shoppers). Thus, we hy-
satisfaction with their hospitality experience (El-Adly, 2019). Hult et al.
pothesise that:
(2019) validated that perceived value is a stronger driver of customer
satisfaction for online retailers compared to offline retailers. Hypothesis 13. Satisfying experience positively affects the repurchase
Although the relationship between perceived value and experience intention through mobile shopping applications.
has been explored in prior literature, the same is not tested with specific
to m-commerce applications and also very specific to the construct,
3.3. Moderating variable: age
satisfying experience. This indicates that there is limited knowledge
with regard to the impact of perceived value on customer experience
Another interesting aspect of new technology adoption and use is
with mobile shopping applications in particular. As perceived value can
the role of consumers' age. Age has been noted as a strong motivational
be a crucial driver for customer retention, we focus our attention on
factor towards mobile phone use (Ansari, Channar, & Syed, 2012).
exploring its role in this relatively new channel of shopping on the
However, the role of age in influencing consumers repurchase intention
mobile platform. With clues from the above discussion, we propose the
and satisfaction with shopping applications is yet to be addressed in
following hypothesis:
academic literature. We opine that exploring the moderating influence
Hypothesis 11. Perceived value positively affects the satisfying of age can help academicians and practitioners to better understand
experience in mobile shopping applications. user’s acceptance and repurchase behaviour with mobile shopping ap-
plications. Age is a crucial variable that causes impulse buying beha-
viour among buyers (Lee & Rao, 2010; Ghani & Kamal, 2010). In the
3.2.4. Perceived value and repurchase intention
context of m-commerce, it has been validated that younger people are
Many scholars have revealed that perceived value positively influ-
more inclined towards the use of technology vis-à-vis older users
ences the repurchase intention and loyalty of customers (Kuo, Wu, &
(Koenigstorfer & Groeppel-Klein, 2012). Soares, Zhang, Proença, and
Deng, 2009; Lin & Wang, 2006). A study of online group buying in
Kandampully (2017) have shown that generation Y (younger) con-
Taiwan revealed perceived value as a crucial antecedent of customers’
sumers are more likely to prolong their relationship with a service
repeat purchase intention (Hsu, Chang, & Chuang, 2015). Kim, Lin,
provider and repurchase, compared to generation X and baby boomers
Sung et al. (2013), further illustrated the importance of perceived value
(older) segment. Further, in an empirical study in Spain, young shop-
as a crucial driver of a user’s continuous engagement with m-tech-
pers were found to be more satisfied with the entertainment and en-
nology. The convenience associated with mobile platforms positively
joyment aspect of m-shopping compared to older groups (San-Martín,
influenced mobile value (Lin & Lu, 2015) and was shown to be an
Prodanova, & Jiménez, 2015). In another study on consumers shopping
important factor in shaping consumers’ loyalty intentions towards
habits, Liao, Shen, and Chu (2009) revealed that, young people are
mobile hotel booking (Ozturk, Bilgihan, Nusair, & Okumus, 2016).
more likely to buy on impulse as they derive satisfaction through im-
In their recent empirical work, Wang and Teo (2020) observed
mediate gratification. Based on the above findings, the authors surmise
significant positive associations between perceived value and con-
that impulsiveness will exert a stronger effect on both satisfaction and
tinuance intention with mobile government service among Chinese
repurchase intention among younger shopping app users.
users. Hence, marketers must focus on value drivers to facilitate re-
peated usage of technology-enabled products and services. Thus, it is Hypothesis 14a. The impact of impulsiveness on satisfying experience
argued that when the customers perceive the mobile shopping appli- is negatively moderated by age.
cation as more valuable compared to its cost, the same will enhance the
Hypothesis 14b. The impact of impulsiveness on repurchase intention
probability of repurchasing in the mobile commerce application. To
is negatively moderated by age.
empirically validate the above assumption the next hypothesis is pos-
ited: As for m-services, baby boomers (older segment) were noted to be

6
P.K. Chopdar and J. Balakrishnan International Journal of Information Management 53 (2020) 102106

more value-oriented vis-à-vis the younger generation Y users (Kumar & 4.2. Developing measures
Lim, 2008). In a recent study by Liebana-Cabanillas and Alonso-Dos-
Santos (2017), it was observed that younger users (Age < 35 years) The survey questionnaire employed in this study included eight
would not use social commerce due to perceived value and have a constructs measured with 29 items. All the measures were carefully
hedonistic mindset. Whereas, older users (Age > 35 years) exhibited a chosen and validated from prior studies to fulfil the objectives of our
robust impact of perceived value on their usage intention. On a similar research. All the items were measured on a seven-point Likert scale
note, Phang et al. (2006) observed that older users are driven more by ranging from 1 ("strongly disagree") to 7 ("strongly agree"). Some of the
the utilitarian value of innovation, whereas younger users are moti- items were reworded a bit to achieve better fit with the context of our
vated by the hedonic value dimension. Thus, it is assumed that when study. The questionnaire also included questions to collect various de-
the perceived value of a shopping app is high, older consumers are more mographic and app usage information from the respondents. The de-
likely to repurchase with the same app. In another study among young tailed scale items along with their respective sources are available in
users in Taiwan, perceived usefulness had a weaker effect on user sa- Appendix A.
tisfaction compared to perceived enjoyment with mobile social apps
(Hsiao, Chang, & Tang, 2016). Similarly, Natarajan, Balasubramanian,
and Kasilingam (2018) have highlighted that the elder age group (>35 4.3. Data analysis
years) feel mobile shopping apps are more useful and have a higher
level of satisfaction and intention to use compared to the younger users To investigate the proposed hypothesis in model 1, we used the two-
(< 35 years). Drawing on the findings of the past literature, we propose step structural equation modelling approach proposed by Anderson and
the following hypotheses on moderating effects of age in our study: Gerbing (1988). First, the confirmatory factor analysis (CFA) was used
to check the validity and reliability requirements, followed by the
Hypothesis 14c. The impact of perceived value on satisfying
structural model assessment. Previous studies have recommended using
experience is positively moderated by age.
structural equation modelling for testing hypothetical models (Fornell
Hypothesis 14d. The impact of perceived value on repurchase & Larcker, 1981; MacCallum & Austin, 2000). As our study is based on a
intention is positively moderated by age. strong theoretical foundation of the S-O-R framework and involves a
fairly high sample size (n = 420), the covariance-based SEM approach
is suitable (Leong, Hew, Ooi, & Lin, 2019). Given the number of para-
meters and high loadings in the CFA, it can be observed that our sample
4. Research methodology
is well adequate for conducting SEM. This approach is based on the
recommendations given in the literature (Hair, Hult, Ringle, Sarstedt, &
4.1. Design and sample
Thiele, 2017; Wolf, Harrington, Clark, & Miller, 2013). The structural
model estimates and CFA were tested using the maximum likelihood
To investigate the hypothetical model, we employed a cross-sec-
estimation method. To understand the model fit, the fit indices and r2
tional design. We used a non-probabilistic sampling technique (quota
value were used in the study. The study used Microsoft Excel, SPSS 21.0
sampling) to identify the respondents for our sample. The data were
and AMOS for analysis purposes. Besides model 1, the study has also
collected during a five-day promotional event of a mobile shopping
proposed model 2 with age as moderating variable concerned with
application in India. 430 samples comprising of m-shoppers were
hypothesis 14a to 14d. Model 3 investigates the indirect effect of sa-
identified during the event and they were instructed about the instru-
tisfying experience on the paths between impulsiveness and repurchase
ment and subsequently asked to fill a closed-ended questionnaire. We
intention, and perceived value and repurchase intention. The figures for
received 420 usable data from the total data collection, which took
model 2 and model 3 are given in Appendix C. The study also adds
place during January 2019. The socio-demographic characteristics of
Analysis of Variance (ANOVA) to check the difference in the scores of
the sample were given in Table 1. It was identified that in average
the investigated variables across the socio-demographic characteristics
participants had at least 1 mobile shopping application installed in their
of the sample. The ANOVA results give a microscopic view of how the
smartphone (minimum = 1; maximum = 4). Following a briefing about
results might differ based on different categories of the socio-demo-
the study, the participants were requested to fill a questionnaire that
graphic variables. As given in Table 1, there is enough dispersion in the
contained the measures of investigated variables.
sample among the categories to justify the use of quota sampling in this
research. This further substantiates the applicability of ANOVA in the
Table 1
context of our study. Moreover, the G*Power statistic tool ratified the
Socio-demographic characteristics of the sample.
sample requirements to conduct ANOVA with 420 respondents. The
Characteristics Value Frequency Percentage tool showed 305, as the minimum required sample size at 95 % con-
(N = 420) (%) fidence interval with 0.25 effect size.
Gender Female 208 49.5
Male 212 50.5
Age <20 yrs 56 13.3 5. Results
20–24yrs 93 22.1
25–29yrs 45 10.7
5.1. Responder demographics and usage profile
30–34yrs 59 14.1
35 yrs and above 167 39.8
Educational qualification Diploma 164 39.1 Table 1. demonstrates the socio-demographic details and usage in-
Graduate 135 32.1 formation of the sample studied. It includes 49.5 % female and 50.5 %
Postgraduate 104 24.8
male. Regarding the age distribution, nearly 36 % of respondents are
Others 17 04.0
Experience of using shopping <1 yr 127 30.2 below 25 years, which matches with the mobile shoppers’ population in
application 1–2 yrs 180 42.9 India. As reported, the majority of users have more than one year of
>2 yrs 113 26.9 experience with the use of mobile shopping applications, which makes
Hours of using smartphone/day <2h 125 29.8 this sample apt for the current study. Moreover, a majority of re-
2–4 h 154 36.7
spondents use their smartphones 2−4 h/day, whereas 10.2 % of re-
4–6 h 98 23.3
>6h 43 10.2 spondents are found to be heavy users (more than 6 h/day) of their
smartphones.

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P.K. Chopdar and J. Balakrishnan International Journal of Information Management 53 (2020) 102106

Table 2
Measurement model results.
Construct Items Mean (SD) Loadings Average Variance Extracted Composite reliability
(MSV, ASV)

Perceived Ubiquity (PUB) PUB1 5.49 (.93) 0.665*** 0.523 0.844

PUB2 5.39 (.99) 0.727*** (0.193, 0.093)
PUB3 5.31 (.97) 0.815***
PUB4 5.65 (.95) 0.601***
PUB5 5.26 (.92) 0.787***
Contextual Offering (COF) COF1 5.26 (.88) 0.706*** 0.504 0.753
COF2 5.17 (.99) 0.686*** (0.168, 0.104)
COF3 5.03 (.90) 0.736***
Visual Attractiveness VOF1 5.34 (.83) 0.755*** 0.645 0.878
(VA) VOF2 5.35 (.87) 0.756*** (0.163, 0.099)
VOF3 5.24 (.87) 0.770***
VOF4 5.32 (.85) 0.919***
App AI1 5.06 (1.05) 0.783*** 0.639 0.841
incentives (AI) AI2 5.02 (1.07) 0.839*** (0.239, 130)
AI3 5.05 (1.10) 0.774***
Impulsiveness (IMP) IMP1 4.61 (1.12) 0.816*** 0.668 0.889
IMP2 4.45 (1.17) 0.799*** (0.193, 0.109)
IMP3 4.71 (1.25) 0.830***
IMP4 4.54 (1.23) 0.823***
Perceived Value (PV) PV1 5.25 (1.22) 0.682*** 0.565 0.837
PV2 5.16 (1.22) 0.800*** (0.306, 0.131)
PV3 5.26 (1.23) 0.826***
PV4 5.51 (1.29) 0.687***
Repurchase Intentions (RPI) RPI1 4.83 (1.27) 0.861*** 0.691 0.870
RPI2 4.95 (1.28) 0.789*** (0.306, 0.131)
RPI3 4.93 (1.27) 0.843***
Satisfying Experience (SE) SE1 4.59 (1.21) 0.864*** 0.748 0.899
SE2 4.63 (1.27) 0.853*** (0.138, 0.066)
SE3 4.66 (1.24) 0.877***

Confirmatory factor analysis fit indices: X2/df = 1.564 (Ideal <3.0); GFI = 0.920 (Ideal >0.900); CFI = 0.969 (Ideal>0.900); RMSEA = 0.037 (Ideal<0.08).
*** Denotes values significant at 99 % confidence level.
MSV denotes “Maximum Shared Variance; ASV denotes “Average Shared Variance”.
Notes: PUB = perceived ubiquity; COF = contextual offering; VOF = visual offering; AI = app incentives; IMP = impulsiveness; PV = perceived value;
RPI = repurchase intention; SE = satisfying experience.

5.2. Measurement model assessment Table 3

Discriminant validity and descriptive statistics of measures.
The measurement properties of all the constructs are analysed first SE PUB COF VA AI IMP PV RPI
by examining the internal consistency (reliability), convergent, and
discriminant validity. Table 2 depicts the psychometric properties of all SE 0.865
the measures employed in the study. As can be seen, all the item PUB 0.152 0.723
COF 0.153 0.410 0.710
loadings are above 0.60, and the average variance extracted (AVE)
VA 0.202 0.329 0.337 0.803
values are above 0.50, thus indicating excellent content and convergent AI 0.302 0.320 0.327 0.404 0.799
validity respectively of all the measures. Further, the AVE values were IMP 0.346 0.439 0.396 0.332 0.398 0.817
found to be higher than MSV (Maximum Shared Variance) and ASV PV 0.149 0.217 0.392 0.365 0.489 −0.131 0.752
RPI 0.372 0.083 0.058 0.147 0.214 −0.105 0.553 0.832
(Average Shared Variance), which shows the strength of AVE and
confirms the threshold for discriminant validity (Hew & Kadir, 2016). The diagonals value represents √AVE; and the off-diagonal values represent
The composite reliability of all latent variables is above 0.75 and ade- inter-construct correlations for respective variables.
quate. The Cronbach's alpha values are in the range of 0.75 to 0.89, thus Notes: PUB = perceived ubiquity; COF = contextual offering; VA = visual at-
exceeds the critical level of 0.70 as recommended by Nunnally and tractiveness; AI = app incentives; IMP = impulsiveness; PV = perceived value;
Bernstein (1994). Next, discriminant validity was checked with Table 3. RPI = repurchase intention; SE = satisfying experience.
revealing the correlation matrix for all the constructs. The diagonals
represent the square root of AVE's. Discriminant validity is established 5.3. Common method bias analysis
as the square roots of all AVE scores are more than their corresponding
inter-correlations. Based on the above findings, it can be inferred that On account of a common instrument used for measuring all the
the measurement model exhibited an adequate level of reliability and variables with different kind of scales, we have decided to check the
validity. To assess unidimensionality and minimise measuring bias, we issue of common method bias (CMB). Thus, we have employed
used goodness of fit indices like; X2/df, goodness-of-fit index (GFI), Harman’s single factor (Wong, Tan, Tan, & Ooi, 2015) and common
comparative fit index (CFI), and root mean square error of approx- latent factor analysis (Leong, Hew, Ooi, Lin et al., 2019). Initially,
imation (RMSEA) (Leong, Hew, Ooi, and Lin, 2012). As given in Harman’s single factor is tested to confirm that the data and constructs
Table 2, the values related to the indices more than satisfy the pre- are free from CMB issues. We performed this test as factor analysis
scribed ideal values (Hair, William, Barry, & Rolph, 2010; Hew, Leong, using SPSS, in which all the items were loaded with a threshold to at-
Ooi, & Chong, 2016; Leong, Hew, Ooi, Lee, & Hew, 2019). tain one factor. The results showed that a single factor contributes to
24.348 % of total variance extracted, which is well below 50 %. This
confirms that CMB is not a major concern for this study (Lin, Fan, &

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P.K. Chopdar and J. Balakrishnan International Journal of Information Management 53 (2020) 102106

Chau, 2014; Hew & Kadir, 2016). The common latent factor (CLF)
approach was used to measure the common variance of all the models’
observed variables (Podsakoff, MacKenzie, Lee, & Podsakoff, 2003). We
compared the standardised regression weights of the non-CLF vs CLF
model. The results suggested that the difference is well below 0.05 for
all the items. Based on the results of the two tests, we can confirm that
common method bias is not a major concern in this study.
5.4. Structural model evaluation
The results of the hypothesis testing of model 1, model 2, and model
3 are presented in Table 4. The relationship between perceived ubiquity
and impulsiveness was found to be statistically significant (β = 0.308;
p < 0.001), thereby supporting H1. But, in contrast, the relationship
between perceived ubiquity and perceived value of mobile shopping
applications was reported to be insignificant (β = −0.021; p > 0.05,
thus rejecting H2. The results further revealed the substantial impact of
contextual offering on both impulsiveness (β = 0.178; p < 0.001) and
perceived value (β = 0.214; p < 0.001) of m-shopping apps. Thus, both
H3 and H4 are supported. The effect of visual attractiveness on both
consumer impulsiveness and perceived value were both statistically
significant (β = 0.139; p < 0.001) and (β = 0.195; p < 0.001) respec-
tively, thus supporting both H5 and H6. Next, app incentive with mo-
bile shopping application was observed to be a significant determinant
of their impulsiveness (β = 0.218; p < 0.001). The effect of mobile app
incentives on consumers’ perceived value was noted to be even stronger
and statistically significant (β = 0.371; p < 0.001). Hence, the results
supported both H7 and H8. Next, the impact of impulsiveness and
perceived value on m-shoppers satisfaction with experience and re-
purchase intention is tested. The results demonstrated significant po-
sitive effect of impulsiveness on user’s satisfaction with app experience
(β = 0.335; p < 0.001). But, contradictory to our proposed hypothesis,
impulsiveness was noted to exert a significant negative impact on user’s
re-purchase intention with apps (β= −0.197; p < 0.001). Further,
consumers perceived value acted as a significant driver for both sa-
tisfaction with experience (β = 0.170; p < 0.001) and re-purchase in-
tention (β = 0.462; p < 0.001). The results supported H9, H11, and
H12, except H10. Finally, satisfaction with the app experience had
robust positive effect on shoppers’ re-purchase intention (β = 0.369;
p < 0.001). Hence, it upholds H13. Model 1, the proposed hypothetical
model indicated an excellent fit. X2/df = 1.564 (Ideal <3.0);
GFI = 0.920 (Ideal >0.900); CFI = 0.969 (Ideal>0.900);
RMSEA = 0.037 (Ideal<0.08). Also, the coefficient of determination
(r2) values for the following constructs; impulsiveness, perceived value,
satisfying experience, and repurchase intention exhibited the following
values, 0.193, 0.222, 0.157, and 0.385 respectively.
5.5. Analysing the moderating influence of age (model 2)
Hypotheses H14 to H17 tested the moderating effect of age in
proposed relationships of H8 to H12 respectively. The significance of
the product term (Independent Variable X Moderator) is examined in
the model. Age was found to significantly moderate the relationship
between impulsiveness and satisfying experience (β= −0.275;
p < 0.001), and impulsiveness and repurchase intention (β= −0.505;
p < 0.001) of app users. This implies that age weakens the positive
impact of impulsiveness on satisfying experience and repurchase in-
tention, thereby supporting H14a and H14b. Further, age had sig-
nificant moderating impact on the path between perceived value and
satisfying experience (β = 0.433; p < 0.001), and between perceived
value and repurchase intention (β = 0.513; p < 0.001). It can be in-
ferred that an increase in age augments the effect of perceived value on
satisfying experience and repurchase intention of m-shoppers, thus
supporting H14c and H14d. The results of the moderation are well
depicted through interaction graphs in Appendix B.
5.6. Analysing the direct and indirect effect (model 3)
To analyse the effect of total, direct and indirect effect in model 3,
we used structural equation modelling in AMOS with sample boot-
strapped for 5000 iterations (Henseler, Ringle, & Sarstedt, 2016).
Table 5 shows the effect model at 95 % significance level. First, the
indirect effect of satisfying experience in the path between impulsive-
ness and repurchase intention is checked. The results indicated that
satisfying experience created a positive impact between impulsiveness
and repurchase intention. Whereas the direct effect of impulsiveness on
repurchase intention was found to be negative. Thus, the direct and
indirect effects were observed to be in the opposite direction. Hence,
the findings reveal partial competitive mediation for the path impul-
siveness-satisfying experience-repurchase intention (Zhao, Lynch, &
Chen, 2010). Secondly, we attempted to understand the role of sa-
tisfying experience in mediating the relationship between perceived
value and repurchase intention. It was found that satisfying experience
positively mediates the relationship between perceived value and

Table 4
Hypotheses testing results.
Hypotheses Endogenous Exogenous Model 1 Model 2 Model 3
constructs constructs Coefficients Coefficients Coefficients

Hypothesis 1 IMP PUB 0.308***

Hypothesis 2 PV −0.021ns
Hypothesis 3 IMP COF 0.178***
Hypothesis 4 PV 0.214***
Hypothesis 5 IMP VA 0.139***
Hypothesis 6 PV 0.195***
Hypothesis 7 IMP AI 0.218***
Hypothesis 8 PV 0.371***
Hypothesis 9 SE IMP 0.335*** 0.455*** 0.365***
Hypothesis 10 RPI −0.197*** 0.148*** −0.176***
Hypothesis 11 SE PV 0.170*** −0.018ns 0.188***
Hypothesis 12 RPI 0.462*** 0.087*** 0.477***
Hypothesis 13 RPI SE 0.369*** 0.235*** 0.363***
Hypothesis 14 SE IMP X AGE −0.275***
Hypothesis 15 RPI −0.505***
Hypothesis 16 SE PV X AGE 0.433***
Hypothesis 17 RPI 0.513***

Notes: PUB = perceived ubiquity; COF = contextual offering; VA = visual attractiveness; AI = app incentives; IMP = impulsiveness; PV = perceived value;
RPI = repurchase intention; SE = satisfying experience.
Notes: ***p < .001; All estimates are standardised.

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P.K. Chopdar and J. Balakrishnan International Journal of Information Management 53 (2020) 102106

Table 5 6. Discussions
Mediation effect of Model 3.
Effects Effect of IMP on RPI Effect of PV on RPI Building on the S-O-R foundation, this study empirically validated a
mediated through SE mediated through SE conceptual framework by identifying various drivers of consumer im-
pulsiveness and perceived value associated with mobile shopping ap-
Total effect −0.043ns 0.546***
plications. It consequently predicts users satisfying experience and re-
(std. error, lower (0.048, −0.137, 0.055) (0.062, 0.416, 0.660)
bound, upper bound)
purchase intention through mobile shopping applications. This research
Direct effect −0.176*** 0.477*** identified four marketing stimuli namely; perceived ubiquity, con-
(std. error, lower (0.049, −0.273, (0.058, 0.358, 0.589) textual offering, visual attractiveness, and app incentives. The findings
bound, upper bound) −0.080) reveal that perceived ubiquity has the most potent effect on impul-
Indirect effect 0.132*** 0.068**
siveness, but it is identified to be a non-significant predictor of per-
(std. error, lower (0.032, 0.076, 0.201) (0.029, 0.015, 0.127)
bound, upper bound) ceived value. Thus, it supports the finding of Davis and Sajtos (2009)
but does not validate the result of Zhou et al. (2010). This indicates that
All the estimates are standardised and *** denotes values significant at 99 % the ubiquitous nature of mobile connectivity makes it convenient to
level and ** denotes values significant at 95 % level; n = 420, bootstrap shop on mobile apps, thereby engendering impulsiveness among m-
iterations = 5000. shoppers. Whereas, app users do not associate ubiquity with their value
Note: IMP = impulsiveness; RPI = repurchase Intention; SE = satisfying ex- perception of a shopping app in particular, as they may relate it with m-
perience; PV = perceived value.
technology in general. Contextual offering was found to be the most
influential driver of perceived value. It signifies the importance of
contextual offers in value creation, especially with mobile shopping
repurchase intention. As, both the direct and the indirect effects are applications. This further substantiates that consumers perceive greater
significant and in the same direction, partial complementary mediation value from shopping apps with interactive features that deliver perso-
is established. nalised offers to their users. Additionally, findings reveal the significant
positive influence of contextual offering on the impulsiveness of shop-
ping app users. This is consistent with the findings of Andrews et al.
5.7. Results of analysis of variance (2016) and validates the assumption that contextual offers can induce
impulsiveness among app users.
In ANOVA, we attempted to understand the mean difference of the Next, visual attractiveness is shown to be a significant predictor of
investigated eight factors across age, gender, qualification, shopping impulsiveness. Thus, it confirms the findings of past studies of
app usage, and smartphone usage. Table 6 shows the f value with the Parboteeah et al. (2009) and Floh and Madlberger (2013). Higher the
significance of the investigated factors. It was found that the scores of visual attractiveness of the mobile shopping app, the greater will be the
repurchase intention and visual attractiveness do not significantly differ impulsiveness of consumers. Similarly, visual attractiveness was found
across the age groups, whereas the remaining six factors tend to differ to have a significant impact on the perceived value of shopping app
significantly across the groups. In the case of gender, except for con- users. These findings add value to the extant literature, especially in the
textual offering, the remaining factors were found to have no significant context of mobile shopping applications. The effect of app incentives on
difference in scores. The scores of satisfying experience, impulsiveness, both impulsiveness and perceived value dimension was found to be
app incentives, and contextual offering were found to significantly positively significant. But the impact was visibly stronger on perceived
differ across qualification and the remaining four factors were not. The value compared to impulsiveness. The results are consistent with pre-
scores of perceived value, impulsiveness, and app incentives were found vious findings of Xu and Huang (2014), who noted that price discounts
to significantly differ across the categories of experience in shopping and other marketing incentives resulted in greater impulse buying in-
application usage. Finally, it was observed that the scores of impul- tention among online shoppers. Similarly, Kim and Labroo (2011)
siveness and perceived value significantly differs across the categories found that incentive patterns can yield considerable value recognition
of smartphone usage. The theoretical and practical implications of the and influence consumer decisions. Moreover, getting exclusive deals on
results are discussed in the subsequent section. the mobile commerce app platform allows m-shoppers to save time and
money, resulting in smart shopper feelings. The perceived savings from

Table 6
Results of Analysis of Variance test.
Variables Age Gender Qualification Shopping App Usage Smartphone
Usage

Repurchase Intention 0.694ns 0.320ns 0.642ns 2.013ns 1.871ns

Satisfying Experience 2.867*** 2.522ns 2.742*** 0.642ns 0.575ns
Perceived Value 7.004*** 0.190ns 1.184 ns 6.416*** 3.712***
Impulsiveness 3.794*** 2.113ns 6.481*** 4.602*** 2.940***
App Incentives 4.391*** 1.507ns 3.763*** 3.458*** 1.764ns
Visual Attractiveness 2.164 ns 0.461ns 1.521ns 2.629ns 1.671ns
Contextual Offering 6.935*** 5.516*** 3.662*** 2.025ns 0.780ns
Perceived Ubiquity 4.969*** 0.200 ns 2.033ns 1.303ns 0.551ns

All values represent F values in ANOVA table.

***Represent values significant at 99 % level.
ns
Represent values not significant at 99 % level.

10
P.K. Chopdar and J. Balakrishnan
these deals increase their perception of value of mobile shopping apps.
Consequently, consumers’ impulsiveness was found to be a strong
determinant for both satisfying experience and repurchase intention.
There are no previous empirical clues on the response to impulsiveness.
Though, Zhang, Prybutok, and Strutton (2007) predicted that impul-
siveness may result in positive purchase intention. But prior studies
have supported that perceived value can respond well with creating
experience (Chen & Chen, 2010) and other sustainable actions such as
loyalty and continuous engagement (Floh, Zauner, Koller, & Rusch,
2014; Kim, Lin, Sung et al., 2013), but not directly with repurchase
intention. This research empirically supports and extends the previous
literature by finding that perceived value can build positive satisfying
experience and repurchase intention among app shoppers. Further, the
positive impact between satisfying experience and repurchase intention
has given a new perspective to academicians and practitioners.
Regarding the moderating effects of age, impulsiveness was found to
exert a stronger positive impact on satisfying experience and re-
purchase intention for relatively younger consumers, as presented in
Figs. B1 and B2 in Appendix B. This implies that younger m-shoppers
are comparatively more variety seeker, hedonistic, and more likely to
engage in a sustainable action vis-à-vis their older counterparts. This is
a significant finding, which may prompt m-retailers to develop strate-
gies to arouse impulsiveness among the younger generation of mobile
shoppers in particular. However, we can see the diverging effect of age
on the relationship between perceived value and satisfying experience,
and perceived value and repurchase intention in Figs. B3 and B4. When
value perception is high, older m-shoppers come across a more sa-
tisfying shopping experience and gravitate towards repeated use of
their mobile shopping application. Finally, Model 3 results on media-
tion show competitive partial mediation for the path, impulsiveness,
satisfying experience and repurchase intention. Although impulsiveness
mitigates the repurchase intention of shopping app users directly, it
results in strengthening their future shopping intention when accom-
panied by a satisfying experience. Further, satisfying experience acts as
a partial mediator between perceived value and repurchase intention of
m-shoppers. The above findings related to the mediating impact of sa-
tisfying experience usher new insights to the literature on m-commerce.
Especially, the result will yield good discussion for practitioners to re-
shape the impact of impulsiveness for promoting customer retention
with mobile applications.
6.1. Theoretical contributions
The current empirical work makes notable contributions towards a
finer academic understanding of post-adoption use of mobile shopping
apps. The results add new knowledge to the mobile shopping literature
by finding significant drivers of impulsiveness and perceived value of
shopping apps, and further reveals their impact on consumers satisfying
experience and repurchase intention. Perceived value is noted to be a
key organismic variable and a strong predictor of users’ satisfying ex-
perience and repurchase intention with shopping apps. Contradictory to
our proposed hypothesis, impulsiveness suppressed users’ intention to
repurchase with shopping apps. This is an interesting and novel finding,
which adds to the extant literature on m-commerce and m-shopping.
Another important contribution of our work is the findings on the
moderating impact of age in the model. We have identified age as a key
variable that can reshape the interplay between impulsiveness, per-
ceived value (Organism) and satisfying experience and repurchase in-
tention (Response) of app users. Further, the mediating influence of
satisfying experience is examined in the model. It results in an alter-
native explanation of the causal relationship between impulsiveness
and repurchase intention, thereby demonstrating a finer understanding
of the phenomenon under study.
11
International Journal of Information Management 53 (2020) 102106
6.2. Implications for practice
Several managerial implications are further obtained from this re-
search. Based on the findings, m-retailers need to focus on all the four
variables namely: perceived ubiquity, contextual offering, visual at-
tractiveness, and incentives to trigger consumer impulsiveness with
mobile shopping applications. The omnipresent nature of m-services
offers anytime, anyplace information to its users. Hence, augmenting
shopping apps with features that utilise real-time information to help
m-shoppers make transactions from anywhere will engender higher
impulsiveness. Next, retailers should develop real-time contextual of-
fers based on locations and customer preferences to deliver a more
personalised shopping experience to app users, which will heighten
their urge to buy on impulse. As mobile incentives are a significant
driver of impulsiveness, managers should design incentives that will
encourage m-shoppers for immediate gratification through purchase on
apps. Hence, app-specific promotions should be one of the essential
tools for mobile vendors (m-vendors) to motivate shoppers for im-
pulsive buying. Further, app developers should design specific features
in a shopping app that enhance the congruity of contextual and visual
quotient to increase consumer impulsiveness.
Regarding perceived value, contextual offering and mobile in-
centives were found to be two of its strongest drivers. Shopping app
users deduce that the perceived benefits of contextual offers and app-
only deals outweigh their perceived cost, thereby adds more value to
shopping on mobile apps. M-retailers should develop in-app features to
manage users’ profile information and purchase history in designing
and delivering personalised offers in a seamless manner. App devel-
opers should embed built-in functions that support contextual mobile
shopping to aid app users in finding and purchasing products quickly.
Thus, retailers will benefit immensely from well-timed and tailored
content and offer which are viewed by app users as crucial value dri-
vers. As suggested earlier, designing and delivering various exclusive
app-only deals will swell up consumers’ value perception of shopping
apps. Therefore, managers are advised to focus on dimensions of con-
textual offering and mobile incentives that will increase consumers’
value perception of the app they are using. As a result, this will
strengthen their repurchase intention and foster continuous engage-
ment and retention with the specific shopping application.
The significant moderating effects of age in the model further sub-
stantiate the above suggestions. Younger m-shoppers are observed as
more impulsive than older ones. Consumers’ impulsiveness with a
specific shopping app may generate short-term benefits for the retailer
but will supress their repurchase intention. App retention is a sig-
nificant challenge for m-retailers and a crucial driver of their success.
Hence, it is highly imperative for marketers to augment their value
drivers rather than focussing on variables that drive consumer impul-
siveness among mobile shoppers.
6.3. Limitations and future research directions
Despite its significant contributions to mobile shopping literature,
few limitations of this work give opportunities for future improvements.
First, the study design being cross-sectional may not describe causal
relationships. Hence, longitudinal studies in the future with consumer
panels would minimise self-report bias and furnish more actionable
findings. Next, as the proposed conceptual model explains a moderate
level of variance in endogenous constructs, researchers are encouraged
to identify and integrate other relevant variables to boost the model's
predictive power. Further, as this study is not limited to a specific
product category, future works may replicate it on different product
categories to gain better insights on product-specific m-shoppers be-
haviour. Moreover, the current study employed only age as a moder-
ating variable. Thus, investigating the differential effects of product
involvement, product types, personality traits, and cultural variables
may yield intriguing results. Finally, this research predicts consumers
P.K. Chopdar and J. Balakrishnan International Journal of Information Management 53 (2020) 102106

behavioural intention to purchase repeatedly through shopping appli-
cations and not their actual behaviour. Hence, a clearer picture will
emerge if future studies can capture and make use of actual data on
users’ repeat purchase behaviour. While this research has identified
four precursors for organism, more stimuli respective to mobile shop-
ping applications can be tested in ensuing works.
7. Conclusions
Triggered by the exponential rise in the use of mobile commerce
applications, this study attempts to gain a better understanding of the
satisfying experience and repurchase intention of users with shopping
apps. The S-O-R model was employed as the theoretical foundation to
identify the various drivers of impulsiveness and perceived value as-
sociated with in-app purchases by customers. Perceived ubiquity of
apps was found to be the strongest predictor of impulsiveness, whereas
app incentives had the maximum effect on the perceived value of m-
shoppers. Based on a sample of 420 mobile shopping app users in India,
the study confirmed that perceived value favourably affects the sa-
tisfying experience and repurchase intention of m-shoppers, whereas
impulsiveness acts as an inhibitor of regular purchase over apps.
Moreover, the empirical findings on the moderating role of age in the
model may prompt m-retailers to augment their value perception with
older mobile shoppers, while fostering impulsiveness among the
younger ones. In light of the rich findings and ensuing discussions of
this research, both academicians and practitioners would be interested
to explore innovative ways to enhance satisfying experience of m-
shoppers in the future.
Funding
This research did not receive any specific grant from funding
agencies in the public, commercial, or not-for-profit sectors.
CRediT authorship contribution statement
Prasanta Kr Chopdar: Conceptualization, Methodology,
Validation, Resources, Data curation, Writing - original draft,
Visualization, Supervision, Project administration, Funding acquisition.
Janarthanan Balakrishnan: Conceptualization, Software, Formal
analysis, Investigation, Writing - review & editing, Funding acquisition.
Declaration of Competing Interest
The authors declare no conflict of interest.

Appendix A. Constructs, indicators, and sources

Construct Items Sources

Perceived Ubiquity Using mobile shopping application is an efficient way to manage my time. Kim et al. (2016)
Using mobile shopping application makes my shopping easier.
Using mobile shopping application fits with my schedule.
Using mobile shopping application enables me to order products/services at any place.
Using mobile shopping application fits any location, wherever I go.
Contextual Offering Mobile shopping applications provides real-time product information to me. Zhou (2013)
Mobile shopping applications provide specific product information to me based on my location.
Mobile shopping application can provide optimal product information or services to me based on my interests and location.
Visual Attractiveness The design of the mobile shopping applications are attractive Park, Jeon, and Sullivan
I spend more time to navigate around the mobile shopping applications because of its appearance, colours and advertising (2015)
images
I enjoy the colour combinations of the mobile shopping applications
Appropriate colours make look the mobile shopping applications more attractive
App Incentives Mobile shopping applications offers online club membership benefits Young Kim and Kim (2004)
Mobile shopping application offers redeemable coupons for its users. Ho, Ho, and Tan (2017)
Mobile shopping application offers cash-back benefits to its users
Impulsiveness When I shop using mobile shopping application, I often buy things spontaneously. Rook and Fisher (1995)
When I use mobile shopping application, I often buy things without thinking beforehand.
When I use mobile shopping application, sometimes I feel like buying things on the spur-of-the-moment.
“Just do it” describes the way I buy things on mobile shopping application.
Perceived Value Considering the cost, risk, and benefits, I think mobile shopping application is valuable. Yang et al. (2015)
Despite the time, effort, and money I need to spend, mobile shopping application is worthwhile to me.
There are greater benefits than disadvantages of mobile shopping application.
Overall, the use of mobile shopping applications delivers me good value.
Repurchase Intention I anticipate to repurchase in the near future through mobile shopping applications Khalifa and Liu (2007)
I am likely to repurchase in the near future through mobile shopping applications
I expect to repurchase in the near future through mobile shopping applications
Satisfying Experience I am satisfied with the experience from mobile shopping applications Song and Zinkhan (2008)
The experience in mobile shopping applications are exactly what I needed McLean et al. (2018)
The experience in mobile shopping applications has worked out as well as I thought it would

12
P.K. Chopdar and J. Balakrishnan International Journal of Information Management 53 (2020) 102106

Appendix B

Fig. B1. Interaction effect of Age X Impulsiveness on Satisfying Experience.

Fig. B2. Interaction effect of Age X Impulsiveness on Repurchase Intention.

Fig. B3. Interaction effect of Age X Perceived Value on Satisfying Experience.

Fig. B4. Interaction effect of Age X Perceived Value on Repurchase Intention.

13
P.K. Chopdar and J. Balakrishnan
Appendix C
Appendix D. Supplementary data
Supplementary material related to this article can be found, in the online version, at doi:https://doi.org/10.1016/j.ijinfomgt.2020.102106.
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