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

Radan, Shadi; Alinaghian, Nasrin

doi:10.22034/cbsj.2024.139034.2533

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

Document Type : Quantitative Research Paper

Authors

shadi radan ¹
nasrin alinaghian ²

¹ Master, Department of Management, Ragheb Isfahani Higher Education Institute, Isfahan, Iran

² Assistant Professor, Department of Management, Ragheb Isfahani Higher Education Institute, Isfahan, Iran.

10.22034/cbsj.2024.139034.2533

Abstract

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.

Keywords

Main Subjects

Digital consumer behavior

References

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Cho, W. C., Lee, K. Y. & Yang, S. B. (2019). What makes you feel attached to smartwatches? The stimulus–organism–response (S–O–R) perspectives. Information Technology People, 32 (2), 319–343.

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García-Fernández, J., Gálvez-Ruíz, P., Fernández-Gavira, J., Vélez-Colón, L., Pitts, B., & Bernal-García, A. (2018). The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management Review, 21(3), 250-261.

Grewal, R., Mehta, R. & Kardes, F. R. (2004). The timing of repeat purchases of consumer durable goods: the role of functional bases of consumer attitudes. Journal Marketing Research, 41 (1), 101–115.

Groen, M. A., & Jacobs, R. S. (2023). A game of persuasion: influencing persuasive game appraisals through presentation frames and recommendation sources. Frontiers in psychology, 14, 234-245.

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Lee, T., Park, C. & Jun, J. (2014). Two faces of mobile shopping: self-efficacy and impulsivity. International Journal of E-Business Research, 10 (1), 15–32.

Li, Y., Zhong, Z., Zhang, F., & Zhao, X. (2022). Artificial Intelligence-Based Human-Computer Interaction Technology Applied in Consumer Behavior Analysis and Experiential Education. Frontiers in psychology, 13, 53-66.

Lim, W., Sham, R., Loi, A. M., Shion, E., & Wong, B. Y. (2022). M-commerce adoption among youths in Malaysia: Dataset article. Data in brief, 42, 742-759.

Lin, B., Chen, Y., & Zhang, L. (2022). Research on the factors influencing the re-purchase intention on short video platforms: A case of China. PloS one, 17(3), 1-14.

Maleki Minbashi, M., Karimnia, Z. & Dehghani Soltani, M. (2014). Instant shopping in the retail environment in the framework of the SOR model studied: cosmetics stores in Tehran. Consumer Behavior Studies, 2(2), 45-59. (In Persian)

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Okazaki, S. & Mendez, F. (2013). Exploring convenience in mobile commerce: moderating effects of gender. Computer Human Behavior, 29 (3), 1234–1242.

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Qing, C., & Jin, S. (2022). What Drives Consumer Purchasing Intention in Live Streaming E-Commerce?. Frontiers in psychology, 13, 67-79.

Sedaghat, N. (2018). Environmental advertising of new media in environmental graphics. Art Education Growth, 25(3), 34-36. (In Persian)

Seo, K. H., & Lee, J. H. (2021). Understanding Risk Perception toward Food Safety in Street Food: The Relationships among Service Quality, Values, and Repurchase Intention. International journal of environmental research and public health, 18(13), 426-441.

Shi, Y., & Joo, J. (2023). Effect of Space Order on Impulse Buying: Moderated by Self-Construal. Behavioral sciences (Basel, Switzerland), 13(8), 1056-1071.

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Ulaga, W. & Eggert, A. (2006). Value-based differentiation in business relationships: Gaining and sustaining key supplier status. Journal of marketing, 70(1), 119-136.

Wang, J.J., Wang, L. Y. & Wang, M. M. (2018). Understanding the effects of eWOM social ties on purchase intentions: a moderated mediation investigation.Electron.Commer. Research Applicant, 28, 54–62.

Wang, Y.J., Minor, M.S. & Wei, J. (2011). Aesthetics and the online shopping environment: understanding consumer responses. Journal of Retailing, 87 (1), 46–58.

Xu, X. & Ren, L. (2010). The influence of Values and Lifestyle on purchasing Behavior of Consumers -A Research in Mobile Phone Market. International Conference on E-Product E-Service and E-Entertainment, 1-4.

Zhang, H. L., Y. Gupta, S. & Zhao, L. (2016). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Inf. Manag. 51(8), 1017–1030.

Zhang, L. Zhu, J. & Liu, Q. (2012). A meta-analysis of mobile commerce adoption and the moderating effect of culture.Computer Human Behavior, 28(5), 1902–1911.

Zheng, X. Men, J. Yang, F. & Gong, X. (2019). Understanding impulse buying in mobile commerce: an investigation into hedonic and utilitarian browsing. International Journal of Information Management, 48, 151–160.

Zheng, X., Lee, M. & Zhao, D. (2019). Exploring consumers’ impulse buying behavior on social commerce platform: the role of parasocial interaction. International Journal of Information Management, 36 (3), 333–347.

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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

References

Alzubaidi, H., Slade, E.L. & Dwivedi, Y.K. (2020). Examining antecedents of consumers’ pro-environmental behaviours: TPB extended with materialism and innovativeness. Journal of Business Research, 122, 685–699.

Anwar, A., Thongpapanl, N., Tek, Ashraf, A.R. (2020). Strategic imperatives of mobile commerce in developing countries: the influence of consumer innovativeness, ubiquity, perceived value, risk, and cost on usage. Journal of Strategic Marketing, 29(8), 722-741.

Aruna, S., & Santhi, P. (2016). Impulse Purchase Behaviour Among Generation-Y. The IUP Journal of Marketing Management, 14(1), 1-22.

Aydin, G., & Karamehmet, B. (2017). Factors affecting health tourism and international health-care facility choice. International Journal of Pharmaceutical and Healthcare Marketing, 11(1), 16-36.

Chan, T. K. H., Cheung, C. M. K. & Lee, Z. W. Y. (2017). The state of online impulse-buying research: a literature analysis. Information Management, 54 (2), 204–217.

Chen, T. (2008). Impulse purchase varied by products and marketing channels. Journal of International Management Studies, 3 (1), 154–161.

Cho, W. C., Lee, K. Y. & Yang, S. B. (2019). What makes you feel attached to smartwatches? The stimulus–organism–response (S–O–R) perspectives. Information Technology People, 32 (2), 319–343.

Chopdar, P. K. & Balakrishnan, J. (2020). Consumers response towards mobile commerce applications: SOR approach. Int. Journal of Information Management, 53, 102-106.

Eagly, A. H. & Chaiken, S. (1993). The psychology of attitudes. Harcourt brace Jovanovich college publishers. American Psychological association, 3(2), 66-71.

Esmaeelzadeh, A., Amraee, H., Gholipoor, S., & Moghadam, A. (2017). The Effect of the Atmosphere and Store Layout and Web Design, Online Impulse Buying Behavior of Customers. Journal of Business Management, 9(2), 213–232. (In Persian)

García-Fernández, J., Gálvez-Ruíz, P., Fernández-Gavira, J., Vélez-Colón, L., Pitts, B., & Bernal-García, A. (2018). The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management Review, 21(3), 250-261.

Grewal, R., Mehta, R. & Kardes, F. R. (2004). The timing of repeat purchases of consumer durable goods: the role of functional bases of consumer attitudes. Journal Marketing Research, 41 (1), 101–115.

Groen, M. A., & Jacobs, R. S. (2023). A game of persuasion: influencing persuasive game appraisals through presentation frames and recommendation sources. Frontiers in psychology, 14, 234-245.

Guan, B., Chen, H., Liu, Y., Liu, R., & Wu, A. (2022). "Net" value co-creation: The effect of interactions on consumer citizenship behavior in online travel communities. Frontiers in psychology, 13, 142-156.

Guhl, D., Blankart, K. E., & Stargardt, T. (2019). Service quality and perceived customer value in community pharmacies. Health services management research, 32(1), 36–48.

Hajalian, M., Hoseinzadeh Shahri, M. & Abdulvand, N. (1402). Designing an interpretive structural model of the formation of consumer's compulsive and impulsive online shopping behavior. Studies in Consumer Behavior, 10(3), 71-106. (In Persian)

Hsieh, S. H., Lee, C.T. & Tseng, T. H. (2021). Branded app atmospherics: examining the effect of pleasure-arousal-dominance in brand relationship building. Journal of Retailing Consumer Service, 60, 231-245.

Huang, L. M., J. See-To, E. W. & Kim, J. (2019). Consumer perceived value preferences for mobile marketing in China: a mixed method approach. Journal of Retailing Consumer Service, 48, 70–86.

Huang, L. T. (2016). Exploring utilitarian and hedonic antecedents for adopting information from a recommendation agent and unplanned purchase behaviour. New Review Hypermedia Multimedia, 22 (1–2), 139–165.

Huang, L.T. (2017). Exploring Consumers’ Intention to Urge to Buy in Mobile Commerce: The Perspective of Pleasure- Arousal-Dominance. Pacific Asia Conference on Information Systems, 7(20), 1-13.

Jalali, M., Rigi, R., & Moatar, M. H. (2014). Identifying effective communication channels in social networks based on message dissemination. Information technology in engineering design, 8 (0), 11-22. (In Persian)

Junaid, M., Hussain, K., Akram, U., Asghar, M. M., Zafar, S., & Hou, F. (2020). Brand love: the emotional bridge between tourists’ perceived value and well-being. Asia Pacific Journal of Tourism Research, 25(12), 1329-1342.

Kawase, S., & Obata, S. (2016). Audience gaze while appreciating a multipart musical performance. Consciousness and cognition, 46, 15–26.

Kukar-Kinney, M. & Close, A.G. (2010). The determinants of consumers’ online shopping cart abandonment. Journal of Academy of Marketing Science, 38 (2), 240–250.

Lee, T., Park, C. & Jun, J. (2014). Two faces of mobile shopping: self-efficacy and impulsivity. International Journal of E-Business Research, 10 (1), 15–32.

Li, Y., Zhong, Z., Zhang, F., & Zhao, X. (2022). Artificial Intelligence-Based Human-Computer Interaction Technology Applied in Consumer Behavior Analysis and Experiential Education. Frontiers in psychology, 13, 53-66.

Lim, W., Sham, R., Loi, A. M., Shion, E., & Wong, B. Y. (2022). M-commerce adoption among youths in Malaysia: Dataset article. Data in brief, 42, 742-759.

Lin, B., Chen, Y., & Zhang, L. (2022). Research on the factors influencing the re-purchase intention on short video platforms: A case of China. PloS one, 17(3), 1-14.

Maleki Minbashi, M., Karimnia, Z. & Dehghani Soltani, M. (2014). Instant shopping in the retail environment in the framework of the SOR model studied: cosmetics stores in Tehran. Consumer Behavior Studies, 2(2), 45-59. (In Persian)

Naami, A., & Shahabadi, M. (2020). The effect of perceived green value dimensions on consumer attitudes and purchasing behavior for green consumer products. International conference on new challenges and solutions in industrial engineering and management and accounting. (In Persian)

Nilashi, M., Abumalloh, R. A., Ahmadi, H., Samad, S., Alrizq, M., Abosaq, H., & Alghamdi, A. (2023). The nexus between quality of customer relationship management systems and customers' satisfaction: Evidence from online customers' reviews. Heliyon, 9(11), 684-692.

Okazaki, S. & Mendez, F. (2013). Exploring convenience in mobile commerce: moderating effects of gender. Computer Human Behavior, 29 (3), 1234–1242.

Óskarsdóttir, M. & Mallett, J. (2021). Strangely mined bitcoins: Empirical analysis of anomalies in the bitcoin blockchain transaction network. PloS one, 16(9), 853-868.

Parboteeah, D. V., Valacich, J. S. & Wells, J. D. (2009). The influence of website characteristics on a consumer’s urge to buy impulsively. Information System Research, 20 (1), 60–78.

Qiao, Y., Yin, X., & Xing, G. (2022). Impact of Perceived Product Value on Customer-Based Brand Equity: Marx's Theory - Value-Based Perspective. Frontiers in psychology, 13, 45-59.

Qing, C., & Jin, S. (2022). What Drives Consumer Purchasing Intention in Live Streaming E-Commerce?. Frontiers in psychology, 13, 67-79.

Sedaghat, N. (2018). Environmental advertising of new media in environmental graphics. Art Education Growth, 25(3), 34-36. (In Persian)

Seo, K. H., & Lee, J. H. (2021). Understanding Risk Perception toward Food Safety in Street Food: The Relationships among Service Quality, Values, and Repurchase Intention. International journal of environmental research and public health, 18(13), 426-441.

Shi, Y., & Joo, J. (2023). Effect of Space Order on Impulse Buying: Moderated by Self-Construal. Behavioral sciences (Basel, Switzerland), 13(8), 1056-1071.

Stocchi, L., Pourazad, N., Michaelidou, N., Tanusondjaja, A., & Harrigan, P. (2022). Marketing research on Mobile apps: past, present and future. Journal of the Academy of Marketing Science, 50, 195-225.

Ulaga, W. & Eggert, A. (2006). Value-based differentiation in business relationships: Gaining and sustaining key supplier status. Journal of marketing, 70(1), 119-136.

Wang, J.J., Wang, L. Y. & Wang, M. M. (2018). Understanding the effects of eWOM social ties on purchase intentions: a moderated mediation investigation.Electron.Commer. Research Applicant, 28, 54–62.

Wang, Y.J., Minor, M.S. & Wei, J. (2011). Aesthetics and the online shopping environment: understanding consumer responses. Journal of Retailing, 87 (1), 46–58.

Xu, X. & Ren, L. (2010). The influence of Values and Lifestyle on purchasing Behavior of Consumers -A Research in Mobile Phone Market. International Conference on E-Product E-Service and E-Entertainment, 1-4.

Zhang, H. L., Y. Gupta, S. & Zhao, L. (2016). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Inf. Manag. 51(8), 1017–1030.

Zhang, L. Zhu, J. & Liu, Q. (2012). A meta-analysis of mobile commerce adoption and the moderating effect of culture.Computer Human Behavior, 28(5), 1902–1911.

Zheng, X. Men, J. Yang, F. & Gong, X. (2019). Understanding impulse buying in mobile commerce: an investigation into hedonic and utilitarian browsing. International Journal of Information Management, 48, 151–160.

Zheng, X., Lee, M. & Zhao, D. (2019). Exploring consumers’ impulse buying behavior on social commerce platform: the role of parasocial interaction. International Journal of Information Management, 36 (3), 333–347.

Volume 12, Issue 2September 2025Pages 116-137

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Volume 12, Issue 2
September 2025
Pages 116-137