Mobile phone apps-based shopping and generation z’s impulsive fashion apparel buying behaviour

Abstract

In contemporary society, individuals have increasingly turned to mobile applications as a means of effectively and conveniently organizing their daily tasks and responsibilities. Mobile applications play a significant role in enhancing the efficiency of consumers' shopping experience throughout the decision-making phase. The purpose of this study is to examine the impact of hedonic motivations, utilitarian factors, and social pressure on consumers' intention to purchase fashion products through mobile applications. Additionally, the study also explores the mediating role of attitude towards using mobile apps in this context. A total of 326 Generation Z customers participated in an online questionnaire, which was subsequently subjected to analysis using structural equation modelling techniques, specifically SmartPLS 4 and PLS-SEM. All hypothesized relationships were found to be statistically significant and positive, with the exception of the association between privacy and security and attitude toward using mobile apps, which exhibited a negative relationship. Further, the findings reveal that hedonic motivation significantly influences users' attitudes towards the utilization of mobile applications. Simultaneously, customers' attitudes act as mediators in the relationship between perceived usefulness, social pressure, hedonic motivation, and impulsive buying behavior. These findings will help online marketers to improve their selling endeavors.