The effect of mobile applications on online impulse buying behaviors: Comparison of Generations X and Y

The development of mobile technologies has brought a new dimension to the communication and interaction between businesses and consumers. In this context, one of the most notable initiatives is the emergence of mobile shopping platforms. Compared to traditional shopping, mobile shopping is a type of shopping that saves time. It is convenient to reach the desired place and time; and provides information and comparison about products. With these features, mobile shopping platforms that offer more convenient experiences to consumers are gaining importance. The purpose of this study is to reveal the motivations and behavioral differences behind the impulse buying behavior of generation X and Y consumers, whose usage purposes and habits of technology differ, through mobile applications. Another aim of the study is to provide clues to business decision-makers to develop strategies that will encourage X and Y consumers to shop on mobile applications. The research has been constructed within the scope of exploratory research design with a positivist approach. Online and face-to-face surveys were preferred as data collection tools. The universe of the study consists of consumers born in the age range of X and Y generations, who shop through their mobile phones in Turkey. To reach consumers in the target population, interviews were made with the moderators of the shopping groups determined in person and on social media and the share of questionnaire link with its members has been provided. Thus, purposeful (intentional) and convenience sampling are used together. To measure the variables of entertainment, information provision, perceived ease of use, psychological pleasure, psychological action, and instant purchase which are in the research model of the study, the expressions determined after the literature review have been included in the questionary form. The questionnaire form was conducted with the contributions of 265 participants between the ages of 19-38, and 260 participants between the ages of 39-54. In determining descriptive statistics, SPSS version 25.0; in structural equation modeling to examine the direct and indirect effects in the research model, SmartPLS version 3.3.2 program has been used. To define the data related to the sampling, demographic characteristics were mentioned, and then the validity and reliability analysis of the expressions in the questionnaire form was made and the factor loadings were determined. Then, the hypotheses for the X and Y generations were tested by structural equation modeling. Finally, a t-test was conducted to reveal the differences in the level of participation in expressions according to X and Y generations. According to the findings of the study, X and Y generation consumers are willing to use mobile applications. However, while the motivating features of mobile applications influence instant purchases for Y generation consumers through emotions, they do not have a significant effect on the individuals of the X generation. Thus, as a result of the research, it was determined that the consumers of generation Y enjoy using the applications they liked and when they had an opportunity, they bought the products even if they were out of a need to have the product.