MUSCAT: A striking image, a carefully crafted offer or a quick review from another user can turn a brief moment of browsing on a mobile phone into an immediate purchase. Mobile shopping is therefore no longer simply a matter of convenience; it has evolved into an integrated experience shaped by subtle details, the value consumers perceive and the sense of urgency created by digital platforms.
A peer-reviewed study has found that consumer behaviour in mobile shopping is directly influenced by a combination of marketing, visual and psychological factors, which collectively shape whether consumers proceed with a purchase or pause before making a decision.
The study was conducted by a research team that included Dr Ali Tarhini from the College of Economics and Political Science at Sultan Qaboos University. The research highlights the university’s contribution to scholarship examining digital transformation and changing patterns of consumer behaviour.
The study sought to examine how marketing stimuli influence perceived value and impulse buying on mobile shopping platforms, as well as how these factors translate into consumers’ actual purchasing responses. The researchers analysed data from 891 mobile shopping users, employing structural equation modelling based on the Stimulus-Organism-Response (S-O-R) model and Consumption Values Theory.
The findings showed that rewards, recognition, reviews and ratings had the strongest influence on consumers’ perceived value. Meanwhile, personalised offers and visually engaging experiences emerged as the most influential factors in stimulating impulse purchases.
The study also found that the constant accessibility of mobile shopping can, in some circumstances, reduce impulsive behaviour. The ease of comparing products and accessing information through mobile devices may give consumers more opportunities to evaluate their options before making a purchase.
In addition, the researchers identified a positive relationship between perceived value and impulse buying, while differences were observed between generations in their responses to reviews and ratings. These findings point to variations in how different age groups interact with the digital shopping environment.
The study concludes that the success of mobile shopping platforms depends not only on the attractiveness of their offers, but also on their ability to create experiences that deliver genuine value to consumers while supporting more informed and balanced purchasing decisions.
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