This study seeks to examine the influence of gender on the interaction between the dimensions of the 7C framework (context, content, community, communication, customisation, connection, and commerce) and the impulse buying behaviour in mobile shopping applications. A survey was conducted using a cross-sectional design to collect data from 384 active mobile shopping application users. The findings indicated that context, content, customisation, and connection were found to have a negative effect. Furthermore, commerce has a positive effect on impulse buying behaviours. However, community and communication were found to have no influence on impulse buying behaviours. The results showed that gender moderates the effect of content, communication, customisation, and connection on impulse buying behaviour, while it does not significantly moderate the effect of context, community, and commerce. This study theoretically extends the study of the 7C framework within the context of mobile shopping applications, thereby validating how its dimensions explain impulse buying behaviour. This study also provides practical suggestions for organisations that create shopping applications to enhance impulse buying behaviour.