Examining the role of consumer impulsiveness in multiple app usage behavior among mobile shoppers

• App retention is a key challenge among online retailers, due to growth of mobile shopping. • Mobility, personalization, product assortment and hedonic motivation are key drivers of impulsive purchase on app platform. • Impulsiveness directly and indirectly affects multiple app installation and use behavior. • Intention to install other apps ensues multiple shopping app use among m-shoppers. Building on the stimulus-organism-response (S-O-R) theory, this study identifies and empirically tests the prominence of various technology-related, consumer characteristics, and situational variables (Stimuli) on fostering impulsive habits among mobile shoppers. We further examine the direct and indirect effects of consumer impulsiveness on the use of multiple shopping applications for online purchases. Data collected from 275 mobile shopping application (app) users through an online survey were analyzed using partial least square structural equation modeling (PLS-SEM). Results confirm the significant impact of mobility, personalization, product assortment, and hedonic motivation on impulsiveness, except the app's visual appeal. Impulsiveness was found to be strongly correlated with users' intention to install another shopping app, whereas consumers behavioral intention was a significant precursor of their multiple app usage behavior. The findings apprise managers of the role of impulsiveness in encouraging split loyalty among mobile shoppers and prescribe new strategies for sustained use of shopping platforms.