Understanding multiscreening phenomenon for online shopping through perspective of self-regulation and dual process theory: Case of Chinese young generation
| Autor: | Naqash Ali, Naseer Abbas Khan, Shahid Kalim Khan, Naeem Anjum, Ume Ammara |
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| Rok vydání: | 2020 |
| Předmět: |
Marketing
Computer Networks and Communications Consumer choice 05 social sciences Purchasing process Perspective (graphical) Dual process theory Context (language use) 02 engineering and technology Structural equation modeling Computer Science Applications Dual (category theory) 020204 information systems Management of Technology and Innovation Phenomenon 0502 economics and business 0202 electrical engineering electronic engineering information engineering 050211 marketing Psychology Cognitive psychology |
| Zdroj: | Electronic Commerce Research and Applications. 42:100988 |
| ISSN: | 1567-4223 |
| Popis: | New online shopping trends have emerged recently due to the adoption of multiscreening. Consumers are using various devices in sequence or conjunction to accomplish their online shopping tasks. Despite the increasing penetration of the cross-device channel in the young consumer purchasing process, our understanding of this phenomenon is insufficient. Multiscreening is coined as the use of two or more devices sequentially for related tasks or simultaneously for related or unrelated tasks. The present research aims to explain the espousal of multiscreening for online shopping through the perspective of self-regulation by developing a dual system model of self-regulation. The study implemented structural equation modelling (SEM) technique through AMOS statistical package for the analysis. The results show that both conscious and nonconscious self-regulatory factors are active in the adoption of multiscreening for online shopping which further implies that both reflective and impulsive processes are involved in consumer choice decisions in this context. Moreover, the impact of conscious and nonconscious self-regulation on multiscreening in the context of online shopping has been reported similar for both male and female users. |
| Databáze: | OpenAIRE |
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