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The Interaction Effects Of The Shopping Situation And The Product Display Type On The Consumer Response In Mobile Shopping, Seung Hoon Choi, Dong Il Lee, Hye Jun Lee
The Interaction Effects Of The Shopping Situation And The Product Display Type On The Consumer Response In Mobile Shopping, Seung Hoon Choi, Dong Il Lee, Hye Jun Lee
Asia Marketing Journal
The purpose of this research is to investigate the effects of the product display type on the consumers` purchase intention, attitude toward store, and revisit intention in the various mobile shopping situations. To test the hypothesis, between-subjects experiment with 3 mobile shopping situations (outdoor place, public transportation, commercial facilities) by 3 product display types (search, category, product) was conducted, and analyzed with ANCOVA (analysis of covariance). The result of the experiment shows there are no main effects of the mobile shopping situations and the product display types, but the interaction effects of the product display type and the mobile shopping …