Exploring the Economic Impact of Impulse Buying in Mobile Commerce

In developing countries, there is a lack of research regarding impulsive buying in m-commerce. Implementing a Stimulus-Organism-Response and applying Partial Least Squares-Structural Equation Modeling, the current study collected 304 samples from Gen Z and Millennial respondents in Greater Jakarta. The outcomes of this study depicted visual appeal and portability as having positive and significant relations with utilitarian and hedonic browsing (p<0.05). These findings highlight impulsive buying nuances in Indonesia’s m-commerce market. The findings also show utilitarian browsing does not affect impulsive buying (ß=0.038, p=0.549). The results can provide companies with suggestions for enhancing the visual interest of mobile interaction designs. Consumer attention can be attracted if exclusive figurines are combined with visually appealing ones. Besides that, this study highlights the importance of improving portable platforms to enhance user orientation and availability, ensuring that applications and platforms provide a smooth navigation experience across different devices. By focusing on these points, businesses in Indonesia can better understand consumers’ online purchase behavior on digital platforms. Businesses should focus on enhancing the visual appeal and portability of m-commerce platforms to attract impulsive buyers.