Qualitative Analysis of Consumer’s Responses to Mobile Push Notifications and Its Relationship with Impulsive Purchasing

Abstract

Purpose: This study explores various aspects of consumer experiences related to instant notifications sent by online shopping platforms to consumers' smartphones and their potential relationship with impulsive buying behaviors. Methodology: Primary data were obtained from 17 participants accessed through purposive sampling within the framework of qualitative research methodology. Data from participants were collected via structured interviews using a structured questionnaire. The collected data were analyzed under the framework of descriptive analysis, focusing on specific themes. Findings: The findings from the analysis indicated that factors such as the content, level of personalization, timing, and frequency of instant notifications sent by online shopping platforms significantly influence users' attitudes toward these notifications. Participants who responded positively to the notifications exhibited tendencies towards impulsive buying. Implications: Based on the study’s findings, it is understood that well-designed, timely, and appropriately frequent instant notifications from online shopping applications can influence consumers' purchase decisions, potentially leading to impulsive buying behaviors and shaping users' overall shopping attitudes. These results are believed to contribute to the literature and online shopping practices by offering insights into how notifications can impact consumer behavior. Limitations: It should be noted that the study's findings and conclusions are based on qualitative research methodology, utilizing data obtained from a study group of 17 individuals. Therefore, evaluations based on these findings are limited to the scope of this participant sample.