The Study On The Influence Of The Characteristics Of Mobile Commerce On Impulse Buying

In recent years,with the development of mobile communication technology and the popularization of mobile terminal devices,the mobile commerce field appears various kinds of innovation activities successively.Mobile shopping is one of the fastest growing in the mobile Internet market.Consumer impulse buying is already a common shopping behavior in the online shopping.To occupies a favorable competitive position in the mobile shopping market,it is necessary to have a clearer understanding about the characteristics of mobile commerce,consumers' mental state and impulse buying behavior.Flow experience and impulse buying theory is more researched and is relatively mature theoretical system in the traditional online shopping.In practice,domestic and foreign enterprises have carry out a wide range of applications and achieved significant results.However,compared with the traditional e-commerce,the academic community on impulse buying of mobile commerce and flow experience are not many,especially the impact of mobile commerce features on impulse buying is less and less.Therefore,this paper will study the impact of the characteristics of mobile commerce on the impulse buying mechanism,and explore the mediation effect of the flow experience.On the basis of reviewing the characteristics of mobile commerce,flow experience and impulse buying theory of relevant literature,this paper divides mobile commerce characteristics into three dimensions: ubiquitous,personalization and contextual offer,and taken the characteristics of mobile commerce as independent variables,the flow experience as the intermediary variable,the impulse buying as the dependent variable to build the theoretical model based on the S-O-R model.Through a questionnaire survey and analysis of the collected 235 effective questionnaires with the statistical software SPSS19.0,draw the following conclusions:(1)Personalization and contextual offer have a significant positive effect on impulse buying,ubiquitous have no significant positive effect on impulse buying;(2)Flow experience has a significant positive effect on impulse buying;(3)Ubiquitous,personalization and contextual offer have a significant positive effect on the flow experience;(4)Flow experience plays a mediation effect between the personalization,contextual offer and impulse buying,but has no mediation effect between ubiquitous and impulse buying.Finally,this paper provides some suggestions on how to use the characteristics of mobile commerce and flow experience to stimulate consumers impulse buying in the operation and management of mobile shopping platform,and describes the inadequacies of this study as well as the possible future research directions.