When Mobile Online Channels Reduce Consumer Purchase Intentions

Stefanie Sohn

doi:10.1007/978-3-658-39035-8_6

When Mobile Online Channels Reduce Consumer Purchase Intentions

Publikation: Kapitel i bog/rapport/konference-proceeding › Kapitel i bog › Forskning › peer 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.

Originalsprog	Engelsk
Titel	Marketing – Eine Bilanz : Erfolgsfaktorenforschung – Internet-Marketing – Internationales Marketing – Digitalisierung
Redaktører	Dietrich von der Oelsnitz, Udo Wagner
Udgivelsessted	Wiesbaden
Forlag	Springer Gabler
Publikationsdato	2023
Sider	115-124
ISBN (Trykt)	9783658390341
ISBN (Elektronisk)	9783658390358
DOI	https://doi.org/10.1007/978-3-658-39035-8_6
Status	Udgivet - 2023

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10.1007/978-3-658-39035-8_6

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Citationsformater

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When Mobile Online Channels Reduce Consumer Purchase Intentions. / Sohn, Stefanie.
Marketing – Eine Bilanz: Erfolgsfaktorenforschung – Internet-Marketing – Internationales Marketing – Digitalisierung. red. / Dietrich von der Oelsnitz; Udo Wagner. Wiesbaden: Springer Gabler, 2023. s. 115-124.

Publikation: Kapitel i bog/rapport/konference-proceeding › Kapitel i bog › Forskning › peer review

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AB - 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.

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When Mobile Online Channels Reduce Consumer Purchase Intentions

Abstract

Dokumenter og links

SDU link

Fingeraftryk

Citationsformater