ABSTRACT
The purpose of this study is to examine how browsing motivation influences consumers’ urge to buy impulsively (UBI) during the COVID-19 pandemic. Based on the stimulus–organism–response (S-O-R) framework and motivation theory, this study investigated situation factor interpersonal influence (UBI), visual appeal (VA), portability (PB), and reaction factor in m-commerce to examine online impulsive buying. This study also investigated the impulse buying tendency personality trait as a moderating factor that affects the relationship between browsing motivation and urge to buy impulsively. We collected data from 368 respondents via an online questionnaire and carried out analysis using SEM-AMOS. The result indicates that situation factors affect browsing motivation differently. While utilitarian browsing (UB) has a significant and negative influence on consumers’ urge to buy impulsively, hedonic browsing (HB) has a significant and positive influence on consumers’ urge to buy impulsively. Further, impulsive buying tendency (IBT) significantly moderates the relationship between browsing motivation and consumers’ urge to buy impulsively.
