移动购物更快吗?决策场景与思维模式的相容性
摘要
<p id="C2">Previous studies have proposed that firms attempt to reduce online shopping choice deferral, which may lead consumers to abandon or drop their shopping carts before making their final purchase. Moreover, given their mobility and tactile effects, the use of mobile devices can make consumers more emotional compared with the use of desktop computers, thereby triggering a decision-making process. However, the results of some surveys reject such case and instead reveal that the decision-making process of consumers is influenced by the interaction between contextual factors and product attributes. In this paper, these contextual factors were classified into mobile devices and personal computers, while product attributes were classified into low price and high price. Inspired by dual-process theory, we supposed that high (low) price might evoke the rational (experiential) thinking styles of consumers and that mobile devices (personal computers) could trigger their experiential (rational) thinking styles. When these thinking styles are triggered by price and device types, the online choice deferral of these consumers will be reduced.<br/>We performed two studies to verify these hypotheses. In Study 1, we collected 3, 674 order data from the Tmall online shopping platform for around two months with the cooperation of a wine company based in China. The threshold regression analysis of secondary data showed that the shopping terminal (mobile phones and personal computers) had no main effect on online shopping choice deferral. However, these results highlighted a significant interaction between product price and device type. As predicted in hypothesis 1, the results indicate that online consumers have significantly more choice deferral for a low-price product when shopping using their personal computers than their mobile phones. Meanwhile, these consumers have significantly more choice deferral for high-price products when shopping using their mobile phones than thei