With the exponential growth of smart phone users, mobile applications (apps) have become an essential platform for electronic retailers. Considering the research gap in the existing literature on shoppers' impulsiveness in the context of mobile medium, the present study investigates the effect of various antecedents in triggering impulsiveness in mobile apps shopping and inducing continuous purchases. The pioneer study used the structural equation modelling to test the hypothesised research model. It is observed that antecedents like effort expectancy, apps atmosphere, user experience and user satisfaction, price and discount have influence on impulse buying intention of shoppers. The study also confirms the moderating role of 'pay-more-get-more' promotional offers. The paper concludes with theoretical and managerial implications.

中文翻译：

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研究移动应用程序功能对冲动的影响：“多付钱获得更多促销”的调节作用

随着智能手机用户的呈指数增长，移动应用程序已成为电子零售商必不可少的平台。考虑到现有文献中有关移动媒体背景下购物者冲动性的研究差距，本研究调查了各种前因在触发移动应用购物冲动性和诱导连续购买中的作用。先驱研究使用结构方程模型来检验假设的研究模型。可以看到，诸如预期工作量，应用程序气氛，用户体验和用户满意度，价格和折扣之类的先例会影响购物者的冲动购买意愿。该研究还证实了“多付多多”促销优惠的适度作用。本文的结论具有理论和管理意义。