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Factors influencing consumption experience of mobile commerce: A study from experiential view

Min Li (Department of Management Science and Engineering, Antai College of Economics & Management, Shanghai Jiao Tong University, Shanghai, People's Republic of China)
Z.Y. Dong (Department of Management Science and Engineering, Antai College of Economics & Management, Shanghai Jiao Tong University, Shanghai, People's Republic of China)
Xi Chen (Department of Management Science and Engineering, School of Management, Zhejiang University, Hangzhou, People's Republic of China)

Internet Research

ISSN: 1066-2243

Article publication date: 30 March 2012

10198

Abstract

Purpose

The purpose of this study is to interpret consumers' emotion in their consumption experience in the context of mobile commerce from an experiential view. The study seeks to address concerns about the experiential aspects of mobile commerce regardless of the consumption type. For the purpose, the authors aims to propose a stimulus‐organism‐response (S‐O‐R) based model that incorporates both utilitarian and hedonic factors of consumers.

Design/methodology/approach

A survey study was conducted to collect data from 293 mobile phone users. The questionnaire was administered in study classrooms, a library, or via e‐mail. The measurement model and structural model were examined using LISREL 8.7.

Findings

The results of this research implied that emotion played a significant role in the mobile consumption experience; hedonic factors had a positive effect on the consumption experience, while utilitarian factors had a negative effect on the consumption experience of consumers. The empirical findings also indicated that media richness was as important as subjective norms, and more important than convenience and self‐efficacy.

Originality/value

Few m‐commerce studies have focused directly on the experiential aspects of consumption, including the hedonic experience and positive emotions among mobile device users. Applying the stimulus‐organism‐response (S‐O‐R) framework from the perspective of the experiential view, the current research model is developed to examine several utilitarian and hedonic factors in the context of the consumption experience, and indicates a comparison between the information processing (utilitarian) view and the experiential (hedonic) view of consumer behavior. It illustrates the relationships among six variables (i.e. convenience, media richness, subjective norms, self‐efficacy, emotion, and consumption experience) in a mobile commerce context.

Keywords

Citation

Li, M., Dong, Z.Y. and Chen, X. (2012), "Factors influencing consumption experience of mobile commerce: A study from experiential view", Internet Research, Vol. 22 No. 2, pp. 120-141. https://doi.org/10.1108/10662241211214539

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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