Examining Impulsive Purchase Intention Among Smartphone Shoppers: The Moderating Roles of Consumer Knowledge and Product Involvement

摘要

Impulsive purchase behavior is an area of great interest and importance to marketers. According to Forrester Research, U.S. retailers' online sales are expected to grow from $263 billion in 2013 to $414 billion in 2018. A big portion of retailers' online sales volume is generated by impulsive purchases which represent about 40% of all online expenditures (Verhagen and Van Dolen, 2011). The mobile medium is increasingly being used for shopping and this paper illustrates the significance of impulsive purchase behavior in the mobile shopping channel context. This study proposes to investigate the following research questions: