Antecedents of Impulsive buying Behavior in Clothing Sector through Mobile-commerce in Pakistan: Socio-cultural Influence and its Moderating effects

Abstract

Our research and study has delved into the effects on the behavior of impulse buying of a customer through the factors and stimuli of two different perceptions that a customer can have. A consumer’s Perceived Utilitarian Value and Perceived hedonic Value while m-commerce has been taken into account as a mediator. In addition to this, we also explored the avenue of testing for the correlation between IBB and consumer values when socio-cultural influence is also added into the mix. Our method of Data collection was a survey designed by the author to gauge responses throughout the twin cities namely, Rawalpindi and Islamabad. Our total data collection set and the number of respondents were equal to 335 hence in the equation for calculation (n = 335.) After thorough research, the results have analyzed that the two values of consumer perception tested in hypothesis can be significantly impacted through the factors of any environmental stimuli hence affecting their relation to IBB in great proportions. It was also observed that retailers who practice m-commerce are prone to finding and innovating new ways to induce consumer IBB for better sales of their products through various marketing tactics. And hence, socio-cultural influence has significantly affected the relation between PHV and IBB.