A Study On The Impact Of Mobile Shopping App Attributes On Online Impulse Buying Behavior Of Consumers With Significance To Gender

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Ms. Simran Pathak, Ms. Smita Mehendale


With the rapid advancement of technology, smartphones and mobile applications (apps) have become a significant element of modern life. Considering "mobile applications" have the qualities of entertainment, usefulness, information, socializing, and intellectual stimulation, they have evolved into a new and inventive marketing tool. With the evolution of Mobile Shopping Apps, there has been a surge in online purchases that is growing by the day. The impact of Mobile Shopping Apps attributes on online impulse purchase decisions is explored in this study, as well as their relative significance to gender.

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