The Impacts of Mobile Wallet App Characteristics on Online Impulse Buying: A Moderated Mediation Model

The adoption of cashless payment methods compels impulse buying. This research studies purchase behavior by focusing on E-wallet app characteristics, a field where empirical is still scarce. paper aimed at developing and testing theoretical model to examine moderated mediation mobile wallet characteristics buying through perceived enjoyment user experience. An online survey acquired 208 valid responses from active users. framework was empirically analyzed using Smart PLS-SEM. Findings indicate that interactivity visual appeal have positive relationships with buying, respectively. Perceived positively associated mediates the relationship between impacts are Moreover, experience moderates enjoyment. study identifies differences in consumer more experienced less More users emphasize app’s interactivity, while pay attention appealing design. Practical implications offered for system developers designers attract new and, same time, retain existing