Consumer Motivations in Browsing Online Stores with Mobile Devices

Autor:	Ayako Okuno, Azusa Nakamura, Akinori Ono, Masayoshi Sumikawa
Rok vydání:	2012
Předmět:	Economics and Econometrics Gratification business.industry Computer science Mobile commerce Advertising Business and International Management business Adventure Affect (psychology) Value (mathematics) Mobile device Structural equation modeling
Zdroj:	International Journal of Electronic Commerce. 16:153-178
ISSN:	1557-9301 1086-4415
Popis:	We examine the effects of consumer motivations on browsing online stores with mobile devices and compare them with those on browsing physical stores. The results of the simultaneous analysis in multiple populations with structural equation modeling show that four kinds of motivations affect browsing mobile-based online stores, whereas three motivations affect browsing physical stores. This study implies that idea motivation is the most important determinant of both mobile and offline browsing. Also, it implies that adventure motivation and value motivation are important for mobile-based online stores, whereas gratification motivation is important for physical stores. This is the first study to examine the determinants of browsing intention in both physical stores and mobile-based online stores and will contribute to better understanding in-store browsing activity.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::73445b721aee1d3ec65170a9ab26ce2e https://doi.org/10.2753/jec1086-4415160406 Zobrazit plný text záznamu Plný text ve formátu PDF