Examining the role of consumer impulsiveness in multiple app usage behavior among mobile shoppers

Prasanta Kr Chopdar, Justin Paul, Nikolaos Korfiatis, Miltiadis D. Lytras

Research output: Contribution to journalArticlepeer-review

58 Citations (Scopus)
29 Downloads (Pure)


Building on the stimulus-organism-response (S-O-R) theory, this study identifies and empirically tests the prominence of various technology-related, consumer characteristics, and situational variables (Stimuli) on fostering impulsive habits among mobile shoppers. We further examine the direct and indirect effects of consumer impulsiveness on the use of multiple shopping applications for online purchases. Data collected from 275 mobile shopping application (app) users through an online survey were analyzed using partial least square structural equation modeling (PLS-SEM). Results confirm the significant impact of mobility, personalization, product assortment, and hedonic motivation on impulsiveness, except the app's visual appeal. Impulsiveness was found to be strongly correlated with users' intention to install another shopping app, whereas consumers behavioral intention was a significant precursor of their multiple app usage behavior. The findings apprise managers of the role of impulsiveness in encouraging split loyalty among mobile shoppers and prescribe new strategies for sustained use of shopping platforms.

Original languageEnglish
Pages (from-to)657-669
Number of pages13
JournalJournal of Business Research
Early online date19 Nov 2021
Publication statusPublished - Feb 2022


  • Hedonic Motivation
  • Impulsive shopping habits
  • Mobile shopping apps
  • Personalization
  • Stimulus-Organism-Response
  • Switching behavior

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