Appraisal and Positive Emotion Effect on Consumer Impulse Buying Behaviour Using Mobile Discount

Abstract

This article investigates the influence of appraisal and positive emotions on consumers’ impulse buying behaviour concerning the use of mobile discount sales promotion techniques. Grounded on both attribution and cognitive appraisal theory, hypotheses were devised based on the relationship between sales discounts to positive psychological responses, resulting in impulse purchases. A closed-ended survey involving 251 consumers who had recently made purchases utilising discount promotions was conducted. The study reveals that consumers’ impulse buying behaviour is positively affected by appraisal attributes, specifically price–quality perception, goal interest and goal importance, associated with discount sales promotions. Moreover, positive emotions are identified as a mediating factor in the relationship between these appraisal attributes and impulse buying behaviour. As the scope of the findings is limited to the mobile discount sales promotion technique, various possibilities for further exploration and expansion of these findings are discussed. Insights derived from this study offer a targeted focus and resource prioritisation in terms of theoretical and managerial implications.