An Influence of Mobile Apps Features on Impulsive Buying Behavior in Online Purchase

Student: Osipova Elizaveta

Educational Programme: Marketing Communications and Advertising in Modern Business (Master)

Year of Graduation: 2021

The Covid-19 pandemic has greatly affected the consumer market, including grocery retail, which has begun to massively master online delivery services. As a result of the pandemic, the trend towards an increase in online shopping has intensified, and consumers have begun to experiment with remote access to goods and services more often, in this regard, online interaction will gain more and more popularity. The aim of the work is to investigate the influence of the interface of mobile applications for ordering products on impulsive shopping behavior. As a result, it was possible to trace the interconnection of the indicators of the mobile application interface with each other, as well as to reveal the lack of influence on impulsive buying behavior.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses