The Impacts of Mobile Wallet App Characteristics on Online Impulse Buying: A Moderated Mediation Model

Abstract

The adoption of cashless payment methods compels impulse buying. This research studies impulse purchase behavior by focusing on E-wallet app characteristics, a field where empirical research is still scarce. This paper is aimed at developing and testing a theoretical model to examine a moderated mediation model of mobile wallet app characteristics and impulse buying through perceived enjoyment moderated by mobile wallet user experience. An online survey acquired 208 valid responses from active E-wallet users. The framework was empirically analyzed by using Smart PLS-SEM. Findings indicate that perceived interactivity and visual appeal have positive relationships with perceived enjoyment and impulse buying, respectively. Perceived enjoyment is positively associated with impulse buying, and perceived enjoyment mediates the relationship between visual appeal and impulse buying. The impacts of perceived interactivity on perceived enjoyment and impulse buying are moderated by user experience. Moreover, user experience moderates the relationship between visual appeal and perceived enjoyment. This study identifies differences in consumer behavior between more experienced and less experienced E-wallet users. More experienced E-wallet users emphasize the app’s interactivity, while less experienced users pay more attention to the app’s appealing design. Practical implications are offered for E-wallet system developers and designers to attract new users and, at the same time, retain existing users.

Exploring the Stimulus Organism Response (SOR) Framework that Shapes Impulse Buying in the Epoch of E-Wallets in the Philippines

“…Table 2 depicts the mediation analysis results on four hypotheses (H24 to H27). Similar to the findings of Lee et al (2022), S and PE did not mediate the relationship between PI and IB due to the insignificant indirect effects. Conversely, PE fully mediates VA and IB.…”

“…Moes et al (2022) found that PI indirectly promotes impulsive purchase behavior via the perspective of self-agency. Meanwhile, Lee et al (2022) discovered that PE partially mediates the relationship between VA and IB. Hasim et al (2020) found a complementary partial mediation in which PE intervenes in the relationship between monetary incentives and IB.…”

A Study on Immersion and Intention to Pay in AR Broadcasting: Validating and Expanding the Hedonic Motivation System Adoption Mode

“…Additionally, the study conducted in H17 provides evidence that positive user experiences contribute to the decision-making process regarding payments [246]. Therefore, stimulating intrinsic motivations is critical to converting spending intention, as brand managers can create meaningful experiences and strong emotional bonds to improve loyalty and premium intention [247]. In terms of indirect factors, those influencing immersion and intention to pay are ease of use, perceived usefulness and aesthetic appeal.…”

Intention to Use E-Wallet Application Among University Students

“…This study is motivated to explore the complex and intriguing behavioural intentions of e-wallet adoption, an area where empirical research is still lacking (Lee et al, 2022) Specifically, the TAM model in this study was used to examine the following: i. The significant effect of perceived ease of use on the perceived usefulness of e-wallet apps for making payments.…”