[Objective] This paper tries to explore the impacts of motivation, product types, and marketing strategy, as well as their interactions on the shopping preferences of mobile e-commerce consumer’s. [Methods] We used scene-based questionnaire to collect the needed data. [Results] We found that the interaction between product types and marketing strategy posed significant effects to mobile e-commerce consumer’s purchase preferences. [Limitations] We did not include other influencing factors such as product involvement, individual cognitive demand and perceived risks in this study. [Conclusions] This paper provides advice to mobile E-commerce product vendors from the perspectives of consumers, products and marketing strategies.
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