The effect of technological features in mobile commerce on instant buying behavior with the mediation of consumer's perceived value and the moderation of interpersonal communication
The world is changing and this change is increasing with access to information through mobile applications, and brands are making a lot of efforts to convert the target audience into buyers and increase the number of their purchases. the research investigates the effect of technological features such as portability and visual appeal on the customer's perceived value with the sub-criteria of hedonic value and utilitarian value, as well as the effect of interpersonal communication of customers on instant buying behavior. The statistical population is people who have made at least one online purchase using a mobile phone. The sample size was determined using G*Power software. The standard questionnaires of Okazaki and Mendez (2013), Junaid et al. (2020) and Parbutio et al. (2009) were used to collect data. The content and form validity of the research was confirmed by a survey of management professors and convergent validity with values above 0.5 and the reliability of the questionnaire was confirmed with Cronbach's alpha, portability and visual appeal with the mediation of hedonic value have a significant effect on instant shopping with t-statistics of 3.346 and 2.107, respectively. Also, carrying capacity through the mediation of utilitarian value has a significant effect on immediate purchase with a t-statistic of 2.319; However, visual appeal with the mediation of utilitarian value does not have a significant effect on immediate purchase with a t-statistic of 1.888. The results show that environmental stimuli significantly affect the consumer's perceived value and consequently increase the impulse buying behavior.
alinaghian, N. and radan, S. (2025). The effect of technological features in mobile commerce on instant buying behavior with the mediation of consumer's perceived value and the moderation of interpersonal communication. Consumer Behavior Studies Journal, (), -. doi: 10.22034/cbsj.2024.139034.2533
MLA
alinaghian, N. , and radan, S. . "The effect of technological features in mobile commerce on instant buying behavior with the mediation of consumer's perceived value and the moderation of interpersonal communication", Consumer Behavior Studies Journal, , , 2025, -. doi: 10.22034/cbsj.2024.139034.2533
HARVARD
alinaghian, N., radan, S. (2025). 'The effect of technological features in mobile commerce on instant buying behavior with the mediation of consumer's perceived value and the moderation of interpersonal communication', Consumer Behavior Studies Journal, (), pp. -. doi: 10.22034/cbsj.2024.139034.2533
CHICAGO
N. alinaghian and S. radan, "The effect of technological features in mobile commerce on instant buying behavior with the mediation of consumer's perceived value and the moderation of interpersonal communication," Consumer Behavior Studies Journal, (2025): -, doi: 10.22034/cbsj.2024.139034.2533
VANCOUVER
alinaghian, N., radan, S. The effect of technological features in mobile commerce on instant buying behavior with the mediation of consumer's perceived value and the moderation of interpersonal communication. Consumer Behavior Studies Journal, 2025; (): -. doi: 10.22034/cbsj.2024.139034.2533
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