COVID-19 has caused a serious impact on the global economy. Effectively stimulating consumption has become a momentous mission in responding to the impact of the epidemic. The popularity of mobile shopping makes shopping behavior no longer limited by time and space, so impulse purchase is more commonly seen nowadays; it can effectively promote residents’ consumption. However, consensus has not been reached regarding how impulse purchase emerges as a phenomenon, thus making it difficult to promote consumers’ purchase behavior. This article aims to explore the generation process of consumers’ impulsive purchase intention during the COVID-19 outbreak from the perspective of system users. For this purpose, the research proposes three mobile situation factors: personalized recommendation, visual appeal, and system usability. They have a positive impact on impulse purchase intention by influencing perceived arousal and perceived enjoyment. The experimental method is used for data collection and hypothesis testing. All the hypotheses are supported. And the theoretical value of the model of “mobile environment stimulation-consumer emotion-impulse purchase intention” is confirmed. Based on the conclusion, management suggestions are proposed for mobile shopping merchants from the perspective of improving consumers’ shopping experience and expanding marketing.

COVID-19 对全球经济造成了严重影响。有效刺激消费成为应对疫情影响的重大使命。移动购物的普及，使得购物行为不再受时间和空间的限制，冲动购买更为常见；可以有效促进居民消费。然而，对于冲动性购买这一现象是如何产生的，目前尚未达成共识，从而难以促进消费者的购买行为。本文旨在从系统用户的角度探讨COVID-19疫情期间消费者冲动购买意愿的生成过程。为此，研究提出了三个移动情境因素：个性化推荐、视觉吸引力和系统可用性。它们通过影响感知唤醒和感知享受对冲动购买意向产生积极影响。实验方法用于数据收集和假设检验。所有假设均得到支持。证实了“移动环境刺激-消费者情绪-冲动购买意愿”模型的理论价值。在此基础上，从改善消费者购物体验、拓展营销的角度，对移动购物商户提出管理建议。