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Consumer Impetuosity in M-Commerce: Designing Scale to Measure the Shopping Behavior
Abstract
Existing research on impulsive buying focuses mainly on goods displayed in physical spaces and services delivered face to face. This paper aims to present a novel approach to analyze the impulsiveness on purchase through mobile devices by the development of a reliable and valid scale of impulsiveness in the context of mobile commerce, also known as m-commerce. To achieve the aforementioned research purpose, this paper views impulsiveness in m-commerce as a holistic process encompassing personal traits, stimulus level, and, product attributes to understand the motivational, emotional, and cognitive factors underlying the impulse buying journey and purchase decision on the basis of a scale to measure the construct. The paper concludes with a discussion on its conceptual and managerial contributions and interesting directions for future research.
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