Abstract
This study aims to empirically determine the structural relationship between mobile shopping characteristics, consumption values, impulse buying, and satisfaction in order to promote an understanding of impulse buying in the mobile shopping environment. To this end, we conducted a survey using the convenience sampling method on sports management majors attending a four-year university in Seoul, South Korea, who have experience purchasing sports products on a mobile device. We analyzed the collected data using descriptive statistics analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation modeling. The key findings are as follows: First, mobile shopping attributes had a positive effect on consumption values. Second, consumption values of college student consumers in the mobile shopping environment had an effect on impulse buying. Third, impulse buying in the mobile shopping environment had a positive effect on the satisfaction of college student consumers. The results of this study have significance in that they provide the basic data for establishing efficient marketing strategies that can induce impulse buying to act as a positive shopping driver. Furthermore, this study is significant because it empirically demonstrates the casual relationship between impulse purchases and consumer satisfaction, and that consumption value is a determinant of impulse purchases.