Research On Influence Of Mobile Shopping Scene Characteristics On Consumers’ Purchase Intention

Recently, it is the development of mobile information technology and the popularization of mobile smart terminals that promotes continuous innovation boom in mobile internet field. And mobile shopping is the fastest growing application of mobile internet market scale and user. To win the more advantageous competition position, it has more complete and clear understanding for consumers’ purchase intention on mobile shopping. The scene factor of mobile shopping is an important factor which influences consumers’ purchase intention on mobile shopping, and it is an improved factor for the supplier of mobile shopping service. Compared with online shopping in personal computer, the scene factor of mobile shopping has its own features, different scene characteristics have an effect on consumers’ sentiment and behavior. Based on the S-O-R model, this research investigates the effect of mobile shopping scene characteristics on consumers’ purchase intention. This research discusses the mediating effects of flow experience between mobile shopping scene characteristics and consumers’ purchase intention by introducing the theory of flow experience.This research firstly reviews research literature on consumers’ purchase intention, mobile shopping scene characteristics, flow experience and the S-O-R model. Then it builds a theoretical model that describes the effect of mobile shopping scene characteristics on consumers’ purchase intention, and put forward the relevant hypothesis. Finally it collects the relate data through the questionnaire, and applies the software SPSS19.0 and AMOS21.0 to make empirical analysis and research hypothesis of 440 effective questionnaires. This research obtains the following results:First, the scene factor of mobile shopping takes on the features of convenience, personalization, enjoyment and sociability. There are differences between the direct effect on consumers’ purchase intention by these characteristic. The characteristic named convenience has a direct effect on consumers’ purchase intention, and these characteristics called personalization, enjoyment and sociability have no direct effect on consumers’ purchase intention.Second, mobile shopping scene characteristics have an indirect effect on consumers’ purchase intention by flow experience. mobile shopping scene characteristics have a direct effect on flow experience, and flow experience has a direct effect on consumers’ purchase intention. Flow experience plays an important mediating role in the process where mobile shopping scene characteristics influence consumers’ purchase intention, and the mediating effect of flow experience is different. Among, flow experience plays a partial mediation role in the process where mobile shopping scene characteristic named convenience influences consumers’ purchase intention;flow experience plays a entire mediation role in the process where mobile shopping scene characteristics named personalization, enjoyment and sociability influence consumers’ purchase intention.