Factors Influencing Consumption Experience of Mobile Commerce: a Study from Experiential View
Purpose The purpose of this study is to interpret consumers' emotion in their consumption experience in the context of mobile commerce from an experiential view. The study seeks to address concerns about the experiential aspects of mobile commerce regardless of the consumption type. For the purpose, the authors aims to propose a stimulus organism response (S O R) based model that incorporates both utilitarian and hedonic factors of consumers.Design/methodology/approach A survey study was conducted to collect data from 293 mobile phone users. The questionnaire was administered in study classrooms, a library, or via e mail. The measurement model and structural model were examined using LISREL 8.7.Findings The results of this research implied that emotion played a significant role in the mobile consumption experience; hedonic factors had a positive effect on the consumption experience, while utilitarian factors had a negative effect on the consumption experience of consumers. The empirical findings als.
Internet Res.