When Mobile Online Channels Reduce Consumer Purchase Intentions

Publikation: Kapitel i bog/rapport/konference-proceedingKapitel i bogForskningpeer review

Abstract

Based on two experimental studies, the present research provides evidence on the effect of mobile online channels on consumer purchasing. The findings of this research support that consumers have higher immediate purchase intentions when using a less mobile (tablet, notebook/desktop PC) as compared to a mobile (smartphone) online channel. Further, this research finds that this effect depends on both consumer and online store characteristics. While higher levels of consumer product involvement attenuate the observed effect of the type of online channel on purchase intentions, an increasing visual simplicity in online stores reduces the negative effect of mobile (compared to less mobile) online channels on immediate purchase intentions.
OriginalsprogEngelsk
TitelMarketing – Eine Bilanz : Erfolgsfaktorenforschung – Internet-Marketing – Internationales Marketing – Digitalisierung
RedaktørerDietrich von der Oelsnitz, Udo Wagner
UdgivelsesstedWiesbaden
ForlagSpringer Gabler
Publikationsdato2023
Sider115-124
ISBN (Trykt)9783658390341
ISBN (Elektronisk)9783658390358
DOI
StatusUdgivet - 2023

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