| dc.description.abstract | In the past, either physical store or online shopping site, the impulse buying is a quite common behavior, and related issues has also been extensively studied; accompanied by the rapid development of mobile devices in recent years, mobile commerce international surveyed by Forrester Research found that in 2010 up to 48% of internet services has been put into mobile services. However, the research of the relationship between mobile commerce and impulse buying behavior is less.
In this research, the main purpose is to explore whether the characteristics of mobile commerce and mobile commerce community impact impulse buying behavior. Our study provides insight into the relationships between mobile commerce and consumer impulse buying behavior. A model is developed and showed how the characteristics of mobile commerce (Local-based servise and personalization) and the application of mobile commerce community (interpersonal interaction and information exchange) related to impulse buying in mobile context.
By using questionnaire, the result found that Local-based servise, interpersonal interaction and information exchange all have significant impact on consumers’’ positive emotions. Consumers receive the information more appropriate for no matter the location, interaction or information exchanging by using mobile devices will increase higher degree of positive emotions. For the impulse buying behavior, positive emotions will enhance the desire to impulse buying.
The findings suggest businesses not only to maintain e-commerce website, but also develop a mobile version of the site, enable consumers to link to pages from a mobile device more convenient and fast. In addition, the design of personal mobile advertisements or services should be allowed from consumer. Businesses should take advantage of the major popular social networking site or community applications, such as: Facebook, Twiiter etc., establishing special page or channel, or even create an unique application, and enable consumers to find what he/she need quickly.
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