The Effect of Mobile Marketing Design on Consumer Mobile Shopping
The rapid popularity of mobile shopping makes people’s lives more convenient, but it also makes it easier for customers to change providers. How to use marketing stimulus to retain customers has become an urgent concern for mobile sales companies. However, the theoretical researches in this field ar...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Wiley
2021-01-01
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| Series: | Complexity |
| Online Access: | http://dx.doi.org/10.1155/2021/5571506 |
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| _version_ | 1832550168614928384 |
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| author | Junhong He Fu Li Zhongxiang Li Hongxiu Liu |
| author_facet | Junhong He Fu Li Zhongxiang Li Hongxiu Liu |
| author_sort | Junhong He |
| collection | DOAJ |
| description | The rapid popularity of mobile shopping makes people’s lives more convenient, but it also makes it easier for customers to change providers. How to use marketing stimulus to retain customers has become an urgent concern for mobile sales companies. However, the theoretical researches in this field are not enough. For this reason, this study used the methods of literature review and structural equation to explore the effects of mobile marketing design factors on the continual intention of consumers in mobile shopping by using the S-O-R model and its extended theories. The conclusions of the research showed that interface quality of mobile sales terminal and integrity of mobile sales terminal had significant positive impacts on consumption emotion; sales promotion in mobile sales terminal had a significant positive impacts on continual intention of mobile shopping; consumption emotion had a significant positive effect on continual intention of consumers in mobile shopping; consumption emotion played a significant mediating role in the relationship between interface quality of mobile sales terminal and continual intention of mobile shopping and between integrity of mobile sales terminal and continual intention of mobile shopping. The conclusions could not only enrich the theories of mobile shopping behavior but also provide guidance for companies to carry out mobile marketing activities and allocate marketing resources rationally. |
| format | Article |
| id | doaj-art-d44fc4ed42d548288c93817dbdad8e6c |
| institution | Kabale University |
| issn | 1076-2787 1099-0526 |
| language | English |
| publishDate | 2021-01-01 |
| publisher | Wiley |
| record_format | Article |
| series | Complexity |
| spelling | doaj-art-d44fc4ed42d548288c93817dbdad8e6c2025-02-03T06:07:36ZengWileyComplexity1076-27871099-05262021-01-01202110.1155/2021/55715065571506The Effect of Mobile Marketing Design on Consumer Mobile ShoppingJunhong He0Fu Li1Zhongxiang Li2Hongxiu Liu3School of Management, Guangdong University of Technology, Guangzhou, Guangdong 510520, ChinaSchool of Management, Guangdong University of Technology, Guangzhou, Guangdong 510520, ChinaSchool of Management, Guangdong University of Technology, Guangzhou, Guangdong 510520, ChinaSchool of Management, Guangdong University of Technology, Guangzhou, Guangdong 510520, ChinaThe rapid popularity of mobile shopping makes people’s lives more convenient, but it also makes it easier for customers to change providers. How to use marketing stimulus to retain customers has become an urgent concern for mobile sales companies. However, the theoretical researches in this field are not enough. For this reason, this study used the methods of literature review and structural equation to explore the effects of mobile marketing design factors on the continual intention of consumers in mobile shopping by using the S-O-R model and its extended theories. The conclusions of the research showed that interface quality of mobile sales terminal and integrity of mobile sales terminal had significant positive impacts on consumption emotion; sales promotion in mobile sales terminal had a significant positive impacts on continual intention of mobile shopping; consumption emotion had a significant positive effect on continual intention of consumers in mobile shopping; consumption emotion played a significant mediating role in the relationship between interface quality of mobile sales terminal and continual intention of mobile shopping and between integrity of mobile sales terminal and continual intention of mobile shopping. The conclusions could not only enrich the theories of mobile shopping behavior but also provide guidance for companies to carry out mobile marketing activities and allocate marketing resources rationally.http://dx.doi.org/10.1155/2021/5571506 |
| spellingShingle | Junhong He Fu Li Zhongxiang Li Hongxiu Liu The Effect of Mobile Marketing Design on Consumer Mobile Shopping Complexity |
| title | The Effect of Mobile Marketing Design on Consumer Mobile Shopping |
| title_full | The Effect of Mobile Marketing Design on Consumer Mobile Shopping |
| title_fullStr | The Effect of Mobile Marketing Design on Consumer Mobile Shopping |
| title_full_unstemmed | The Effect of Mobile Marketing Design on Consumer Mobile Shopping |
| title_short | The Effect of Mobile Marketing Design on Consumer Mobile Shopping |
| title_sort | effect of mobile marketing design on consumer mobile shopping |
| url | http://dx.doi.org/10.1155/2021/5571506 |
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