Abstract

In recent years, the increasingly innovative and diverse mobile devices have significantly promoted the mobile device-based shopping. What factors influence this kind of shopping? Will consumers purchase things with mobile devices? These are two topics that need to be explored. Through the literature analysis and the empirical research, this study aims to analyze the quality of information, system, service and mobile devices on the mobile device-based shopping platform. Moreover, it studies the attitude of consumers towards mobile device-based shopping, their willingness to adopt the shopping method and the behavioral relationship model in the actual mobile device-based shopping as well as compares the groups of different frequencies of the Internet use in terms of the relationship model.

　　With the convenient sampling, this study made an investigation among some of those who had experienced shopping on such mobile devices as tablets or smart phones. The 765 retrieved valid copies of questionnaire were divided into three groups—“often”, “average” and “seldom” according to the frequency consumers undertook mobile device-based shopping and were then compared. The results showed that there were significant differences among the three groups in four relationship paths, including: 1) the information quality of the mobile device-based shopping platform has more significant positive influence on consumers’ attitude path of mobile device-based shopping in the “average” group than in the other two; 2) the service quality of the mobile device-based shopping platform has more significant positive influence on consumers’ attitude path of mobile device-based shopping in the “seldom” group than in the other two; 3) the preference for mobile device-based shopping has much significant positive influence on the behavior path of mobile device-based shopping in the “often” group. According to the research results, different groups have different behavior models. These results can serve as reference information in the decision-making of those who establish mobile device-based shopping platforms and manufacture mobile devices.

This work is licensed under a Creative Commons Attribution 4.0 License.