Effects of Mobile Financial Services’ Acceptance on Impulse Buying Behavior: A Study on Lifestyle and Fast Fashion Retailers.

This study aims to analyze the facilitating role of mobile financial services’ acceptance on impulse buying behavior. Based on the Technology Acceptance Model (TAM), researchers examined the impact of the mobile financial services (MFS) perceived usefulness and perceived ease of use on the impulse buying tendency of customers. To achieve study’s objectives, data were collected through convenience sampling techniques from 210 respondents (aged 18 to 42) who has been using mobile financial services for buying lifestyle and fast fashion brands. The study collected data through an online questionnaire (N=210) in September 2023. This study used several descriptive statistics and Structure Equation Modeling (SEM) technique to analyze the data and test the hypothesis. The results suggest that perceived usefulness and perceived ease of use of mobile financial services have positive relationship and significant influence on customers’ impulsive tendency to purchase fast fashion brands. The study also found that the perceived usefulness factor of mobile financial services influences customers’ impulsive buying behavior than that of perceived ease of use. At length, this study provides a careful diagnosis of consumers’ psychology of impulsive buying behavior based on their acceptance of a payment gateway

Keywords:
Impulsive buying, Perceived usefulness, Perceived ease of use, Mobile Financial Services (MFS), SmartPLS 4.0