Regulatory focus, perceived risk and impulse buying on mobile commerce: The moderating effect of social influence

Abstract

Impulse buying refers to unplanned or spontaneous purchasing behavior. Previous research has primarily focused on environmental psychological states, lacking studies that link impulse buying with customer personality traits. This study aims to investigate the impact of regulatory focus, perceived risk, and social influence on impulse buying behavior. Empirical results indicate that promotion focus has a negative effect on perceived risk, while prevention focus has a positive effect on perceived risk. Perceived risk has a negative impact on impulse buying behavior. Marketers can reduce perceived risk and promote impulse buying behavior by providing sufficient information, guaranteeing credibility, offering satisfaction guarantees, and implementing refund policies. Furthermore, social influence moderates the relationship between promotion focus and impulse buying, strengthening positive associations and reducing negative associations. These findings contribute to a better understanding of consumer impulse buying behavior in mobile commerce and provide guidance for marketers in designing strategies to promote impulse buying. In conclusion, this study offers valuable insights for consumer behavior research and marketing practices.