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Data Analysis and Knowledge Discovery  2017, Vol. 1 Issue (3): 1-9    DOI: 10.11925/infotech.2096-3467.2017.03.01
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Factors Influencing Mobile E-commerce Consumers’ Preferences: An Empirical Study
Peng Zhu(),Xiaoxiao Zhao,Wei Wu
School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094, China
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[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.

Key wordsDecision-making Preference      Regulatory Focus      Product Types      Mobile E-Commerce      Marketing Strategy     
Received: 07 November 2016      Published: 25 March 2006

Cite this article:

Peng Zhu, Xiaoxiao Zhao, Wei Wu. Factors Influencing Mobile E-commerce Consumers’ Preferences: An Empirical Study. Data Analysis and Knowledge Discovery, 2017, 1(3): 1-9.

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