EXAMINING IMPULSE BUYING BEHAVIOUR IN M-COMMERCE: A CUE THEORY APPROACH WITH THE MEDIATING ROLE OF AFFECTIVE AROUSAL

Purpose: Mobile commerce (m-commerce) has already had a significant impact on consumers' shopping behaviour, knowledge of the antecedents of impulse buying in this area is still in its infancy, especially in the context of emerging markets. Methodology:The sequential mixed method design is used in this study to understand and validate the determinants of impulse buying behaviour (IBB) of mcommerce users in the state of Tamilnadu, India.The Cue Utilization Theory (CUT) and Competitive Arousal Model (CAM) are used to conceptualize the activation of affective states of arousal in the presence of these cues, which we argue mediate impulsive purchase decisions.A large-scale survey of 487 m-commerce users in Tamil Nadu was conducted to confirm the antecedents of impulse buying, which came from a Examining Impulse Buying Behaviour in M-Commerce: A Cue Theory Approach with the Mediating Role of Affective Arousal https://iaeme.com/Home/journal/IJM65