Consumer processing of mobile online stores: Sources and effects of processing fluency

This research explores the role of processing fluency perceptions in consumer experiences of mobile online shopping. Processing fluency refers to the ease with which information is processed, and plays a pivotal role in the short, interactive sessions that characterize interactions with mobile devices. The findings from two empirical studies suggest that perceived visual complexity reduces fluency perceptions, while perceived visual congruence (between the mobile online store and the conventional, computer-accessible online store) has the opposite effect. No differences were found in the effects of visual congruence perceptions between mobile shopping touchpoints. Processing fluency, in turn, positively affects both satisfaction with the mobile online store and choice satisfaction.