Business strategic insight: understanding the impact of perceived value and impulsiveness on consumer response in global mobile shopping

IF 3.2 Q2 BUSINESS

Review of International Business and Strategy Pub Date : 2024-03-14 DOI:10.1108/ribs-08-2023-0097

Yeneneh Tamirat Negash, Liao Pei Jyun, Ali Tarhini, Shafique Ur Rehman

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引用次数: 0

Abstract

Purpose

This study aims to contribute to the International Business literature by investigating the marketing stimuli that drive impulsiveness and perceived value in mobile shopping (MS) platforms and their impact on consumer response.

Design/methodology/approach

This study uses a sample of 891 MS platform users and applies structural equation modeling based on the stimulus–organism–response and the consumption value theory.

Findings

The empirical finding revealed that rewards, recognition, reviews and ratings are the most influential factors driving perceived value. In addition, the results indicated that customized offerings and visually appealing experiences were the most critical factors affecting the state of impulsiveness. This study also highlights the negative impact of the ubiquitous nature of MS on impulse buying behavior, emphasizing the importance of providing consumers with tools to make informed decisions. This study demonstrates a significant positive relationship between perceived value and impulsiveness, influencing MS.

Practical implications

This study reveals generational differences in the impact of reviews and ratings on perceived value, which can inform businesses’ MS strategies. The results have implications for managers of international firms seeking to optimize their business strategies.

Originality/value

To the best of the authors’ knowledge, using structural equation modeling, this study is the first to conduct a comprehensive examination of marketing stimuli, impulsiveness and perceived value in MS platforms. It offers businesses strategic insights by identifying rewards, recognition and customized offerings as the key determinants of consumer behavior.

查看原文本刊更多论文

商业战略洞察：了解感知价值和冲动性对全球移动购物中消费者反应的影响

目的本研究旨在通过调查移动购物（MS）平台中驱动冲动性和感知价值的营销刺激及其对消费者反应的影响，为国际商业文献做出贡献。实证研究结果显示，奖励、认可、评论和评级是驱动感知价值的最有影响力的因素。此外，研究结果表明，定制产品和视觉上吸引人的体验是影响冲动状态的最关键因素。本研究还强调了 MS 无处不在的特性对冲动购买行为的负面影响，强调了为消费者提供做出明智决策的工具的重要性。本研究表明，感知价值与冲动性之间存在显著的正相关关系，从而影响了 MS。本研究揭示了评论和评级对感知价值影响的代际差异，这可以为企业的 MS 战略提供参考。据作者所知，本研究首次使用结构方程模型对 MS 平台中的营销刺激、冲动性和感知价值进行了全面研究。它通过确定奖励、认可和定制产品是消费者行为的关键决定因素，为企业提供了战略性见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Review of International Business and Strategy BUSINESS-

CiteScore

6.90

自引率

25.80%

发文量

期刊介绍： Review of International Business and Strategy is keen to present contemporary and innovative research that proposes new perspectives or challenges existing theories, and that advances the understanding of issues related to international business and global strategy. Themes covered by the journal include (but are not limited to): Internationalization of firms and international entrepreneurship Effects of international environment (political, social, economic and institutional) on international business activities and firm strategies Knowledge transfer strategies and innovation in MNEs Location strategies in international business activities.

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