The version effect of apps and operating systems in mobile commerce.

This article investigates how different versions of mobile operating systems (OS) and shopping apps influence consumer search behavior and impulse purchases in mobile commerce. Using a large-scale clickstream dataset from a global mobile retailer, the study finds that consumers with up-to-date mobile OS versions view more product pages and spend more time browsing, which increases the likelihood of impulse purchases by providing a smoother and faster shopping environment. Conversely, consumers using up-to-date shopping apps conduct fewer searches and spend less time browsing due to improved search algorithms and recommendations, which reduces opportunities for impulse buying. Additionally, the relationship between consumer search activity and impulse purchases is nonlinear, with diminishing returns as search intensity increases. These findings highlight distinct mechanisms through which mobile OS and app versions shape shopping behaviors and offer practical insights for retailers on app update strategies and consumer engagement.