Concept Note
Title:
The Influence of Consumer Mood on Impulse Buying: The Mediating Role of Perceived
Hedonic Value and Moderating Role of Visuals and Brand Trust
Introduction:
Mobile devices are now common than ever before and this leads us to the birth of m-commerce.
It has turned out to be new platform for administrating business transactions. The popularity of
mobile-commerce can be understood as It is convenient and adjustable for consumer to buy
products and services. Impulse Buying behavior is influenced by various stimulus including
consumer mood, perceived hedonic value, brand trust and visuals. However, the relationships
between these factors are not well understood, especially in the context of consumer behavior.
The purpose of this study is to look into the consumer mood affect on impulse buying, and to
examine the mediating role of perceived hedonic value and the moderating roles of visuals and
brand trust.
Visuals(Product
or online
app/website)
Consumer
Mood
Perceived
Hedonic
Value
Impulse
Buying
Brand Trust
Model
Conceptual Framework:
Following are the relationships involve in the framework:
Independent variable: Consumer Mood Dependent variable: Impulse Buying
Mediator: Perceived Hedonic Value Moderator: Visuals, Brand Trust
Hypotheses:
H1: Consumer mood positively influences impulse buying
H2: Perceived hedonic value mediates the relationship between consumer mood and impulse
buying
H3: Visuals moderate the relationship between consumer mood and impulse buying such that the
effect of mood on impulse buying is stronger when visuals are present
H4: Brand trust moderates the relationship between consumer mood and impulse buying such
that the effect of mood on impulse buying is stronger when brand trust is high.
Methodology:
The study will use a quantitative research design, and data will be collected using a selfadministered questionnaire. The sample will consist of adult consumers who have engaged in
impulse buying in the past six months. Multiple regression analysis will be used to test the
hypotheses.
Conclusion:
This study aims to contribute to the understanding of impulse buying by investigating the
influence of consumer mood, perceived hedonic value, visuals, and brand trust on this behavior.
The results of this study can have implications for marketers in terms of how they design and
promote their products to encourage impulse buying.
References:
Feng Yang, Jing Tang, Jinqi Men, Xiabing Zheng, 2021. Consumer perceived value and impulse
buying behavior on mobile commerce: The moderating effect of social influence. J.Retailing
Consum. Serv. 63, 10268. https://doi.org/10.1016/j.jretconser.2021.102683.
Lin Zhang, Zhen, Jing, Xiaotong, 2022. The situational nature of impulse buying on mobile platforms:
A cross-temporal investigation. J. Electronic Comme. Res. And Appl. 56, 101204.
https://doi.org/10.1016/j.elerap.2022.101204.
Filipe Coelho, Inês, Cristela Maia, Pedro, 2023. Personal values and impulse buying: The mediating
role of hedonic shopping motivations. J. Retailing Consum. Serv. 72, 103236.
https://doi.org/10.1016/j.jretconser.2022.103236.
Salman Kimiagari, Neda Sharifi, 2021. The role of cognitive and affective responses in the
relationship between internal and external stimuli on online impulse buying behavior. J.
Retailing Consum. Serv. 61,102567. https://doi.org/10.1016/j.jretconser.2021.102567.