Academic journal article Academy of Marketing Studies Journal

The Role of Regulatory Focus in Online & Mobile Shopping: Focused on Shopping Motivation and Information Quality

Academic journal article Academy of Marketing Studies Journal

The Role of Regulatory Focus in Online & Mobile Shopping: Focused on Shopping Motivation and Information Quality

Article excerpt

INTRODUCTION

Nowadays, many consumers are using internet and mobile shopping channel through various devices such as a smartphone, notebook computer. Especially, mobile commerce has often been considered as the new service frontier. The rapid development of modern wireless communication technology and high penetration rate of the Internet are promoting mobile commerce (Pascoe et al. 2002). Shopping or buying through a mobile shopping channel has become an important issue that has drawn much attention in industrial and academic area. There will be more than two billion smartphone users, or one-quarter of the global population in 2016 (eMarketer 2014). M-shopping is also expected to grow significantly. While the overall retail revenue annual growth rate is 4% until 2016, mobile commerce is expected to grow at 21-29% (Mulpuru et al. 2013). In short, the growth in M-commerce provides plenty of implication for marketers in online and mobile distribution.

Mobile commerce refers to any transactions with a monetary value, performed through a wireless telecommunication network (Ko, Kim and Lee 2009). As a development of e-commerce, m-commerce is regarded as a separate channel that can distribute ubiquitous value by providing convenience and accessibility at any time and any place (Balasubramanian, Peterson and Jarvenpaa 2002). As with 'Online' commerce, M-commerce has shown increased transactions and profits. However, there are limited understanding of the environment in online and mobile commerce. Also there are few researches about investigating the difference between online and mobile commerce in consumer behaviors. As a result, many researches argues that m-commerce is not just an extension of e-commerce. Mcommerce has its own new business models and value chain and technological infrastructure, and unique value for consumers (Min, Ji and Qu 2008). Even though M-commerce is growing, firms do not yet provide separate shopping environment in online and mobile channel. They just offer same products through different services (such as internet site and mobile app) without differentiated strategy.

Because of unique characteristics of m-commerce (ex. Smartphone size, small screen, limited data processing capability, ubiquity, various types of mobile apps), there might be some differences between online and mobile commerce's consumer behavior. To gain an understanding of the mobile consumer, recent research indicated a various themes, including shopping motivation through service offerings to the consumer (Khajehzadeh, Oppewal and Tojib 2014). On the other hand, based on the matter of smartphone size, we try to figure out the effect of information quality of online and mobile channel on consumer behavior.

In this paper, we draw on the theory of regulatory focus to explain the differences between online and mobile shopping (Higgins 1997). Previous studies do not investigate the effect of shopping motivation (internal factor) and information quality (external factor) on regulatory focus through online and mobile shopping simultaneously. Consumers shop with different shopping motivations that could result in different shopping behaviors. So a theoretical and practical study will identify the underlying consumer motivations in using the online and mobile shopping channels.

Therefore, the purpose of this study is to examine how shopping motivation and perceived information quality affects consumer's regulatory focus and shopping intention. This could be a contribution for marketing managers to enhance their knowledge about differences between online and mobile channel and to understand their customers more precisely.

THEORETICAL BACKGROUND AND PROPOSITION

Regulatory Focus

Regulatory focus theory demonstrates two major motivation approaches which are the way of consumers to seek their goals: a promotion focus that refers to achieving hopes, aspirations and desires, and a prevention focus that refers to meet duties, obligations and responsibilities (Higgins 1997; 1998). …

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