Investigating the product impulsive Buying in tourism mobile Commerce

The purpose of this study is to investigate what motivates buyers to purchase tourism products through mobile-commerce applications, and how these motives have an impact on consumers' impulse buying behavior. For this study, we conducted a mixed-methods approach that combines qualitative and quantitative research methods. First, we interviewed via the qualitative research methods to study motivation for mobile-commerce application use. Then, we extracted the motivation factors and examined how these factors affect impulse purchase intentions for tourism products through mobile-commerce applications. To do this, a questionnaire survey was conducted. Based on the results of the questionnaire, we conducted a hypothesis test of the research model set up through the previous research study. In addition, fuzzy-set qualitative comparative analysis (fsQCA) provided in-depth analysis of factors that may influence impulse buying. As a result of the study, it was found that the characteristics of mobile devices had a positive effect on perceived value. The perceived value, transaction characteristics, and impulsiveness of the individual had a positive influence on urge to buy impulsively.