Abstract
This research aims to learn the factors that impact impulse buying in online purchases using mobile commerce with a stimulus-organism-response (SOR) perspective in the e-commerce industry. Data collection using online surveys with sampling using purposive sampling, only buyers who have done online shopping using smartphones on e-commerce platforms. Data processing using Partial Lease Square-Structural Equation Model (PLS-SEM). The research analysis outcomes that the architectural quality of the website, promotion campaign, and enjoyment have a significant effect on positive affect. Furthermore, positive affect has a positive and significant effect on impulsive buying. Positive affect has a complementary mediation effect in the correlation between the architectural quality of the website and enjoyment of impulsive buying. Meanwhile, positive affect becomes a competitive mediation in the correlation between promotion campaigns and impulsive buying.
 
 Keywords: Architectural quality of website, promotion, enjoyment, positive qffect, impulsive buying, Stimulus-Organism-Response (S-O-R), mobile commerce
Highlights
The rapid growth of e-commerce and the breadth of internet network services has changed the pattern of marketing activities and consumer behavior
Hypothesis 8b produces a T-stats (2.161) more than the T-table (1.96) and a p-value of 0.031 less than 0.05. It means that enjoyment has a positive and significant effect on impulsive buying through positive affect
Shopping trends have moved from offline to online because consumers want something fast, practical, timesaving, and fun to meet their needs, especially during the COVID-19 pandemic, limiting themselves to physical contact. It is an opportunity for online shopping platform providers to find out what attracts consumers to visit their platform and make impulse purchases
Summary
The rapid growth of e-commerce and the breadth of internet network services has changed the pattern of marketing activities and consumer behavior. The structural model in this research includes six exogenous latent variables (architectural quality of website, promotional campaign, enjoyment, positive affect) and one endogenous latent variable (impulsive buying). In the results of testing hypothesis 8a, the T-stats (2.496) are more than the T-table (1.96), and the p-values of 0.013 are less than 0.05 It means that the architectural quality of the website has a positive and significant effect on impulsive buying through positive affect. Hypothesis 8b produces a T-stats (2.161) more than the T-table (1.96) and a p-value of 0.031 less than 0.05 It means that enjoyment has a positive and significant effect on impulsive buying through positive affect. F-square Architectural Quality of Website Enjoyment Positive Affect Promotional Campaign
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
