The Influence of Design and Arousal on Impulse Purchase in Mobile Travel Applications

Abstract

Since consumers’ impulse buying intentions can be easily completed via mobile platforms, impulse buying of travel products has become more common. Hence, this study aimed to understand how mobile tourism applications affect travelers’ impulse purchase behaviors. Utilizing the S-O-R framework and distinguishing environmental stimuli and consumer behaviors, this study proposed a conceptual model and hypotheses to investigate the relationship between usability, information effectiveness, emotional arousal, and impulsive purchase intentions in the context of mobile applications. Based on 63 responses, the experiment applied neuroscience methods and found that information effectiveness positively affected impulsive purchase intentions, while usability and emotional arousal did not have significant effects. Hence, results offer practical insights into the development of travel applications and extend the S-O-R framework with the inclusion of emotional arousal.