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This study investigates the impact of perceived ease of use on mobile shoppers’ inclination to make impulsive purchases in the context of mobile commerce. The authors employ a technology acceptance model to examine how perceived ease of use affects the impulsive tendencies of smartphone users. Additionally, we utilise a motivation orientation framework to understand the moderating effect of utilitarian and hedonic values in the relationship between perceived ease of use and impulsive buying behaviour.

A self-administered online survey was conducted on 427 users of mobile commerce applications. Structural equation modelling was employed through SPSS AMOS 26 to analyse the collected data.

According to the findings, perceived ease of use has a substantial negative connection with impulsive buying behaviour. This inverse relationship is interesting as it shows that user-friendliness alone may not be enough to drive spontaneous buying. However, hedonic and utilitarian values moderated the connection between perceived ease of use and impulsive buying behaviour.

The study’s findings will help marketers, policymakers, organisations and academicians comprehend the significance of hedonic and utilitarian values in driving IBB and making rational decisions.

This study contributes to the technology acceptance model and motivation orientations by determining the crucial role of utilitarian-hedonic values in triggering impulsive purchases in the mobile commerce sector of a non-tech savvy developing country.