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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
Zhu Peng(), Zhao Xiaoxiao, Wu Wei
School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094, China
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Abstract  

[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 words： Decision-making Preference      Regulatory Focus      Product Types      Mobile E-Commerce      Marketing Strategy     
Received: 07 November 2016      Published: 25 March 2006
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Peng Zhu
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Cite this article:

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

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https://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/10.11925/infotech.2096-3467.2017.03.01     OR     https://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/Y2017/V1/I3/1

维度 编号 问题项 非常不同意→非常同意
促进
定向		 PM1 与大多数人相比, 我经常在生活中无法得到自己想要的东西。 1 2 3 4 5 6 7
PM2 我曾经完成过一些事情, 这些事情的成功让我变得更加努力。 1 2 3 4 5 6 7
PM3 我觉得我的人生已经在向成功的方向一步步靠近了。 1 2 3 4 5 6 7
PM4 当我做自己想做的事情时, 通常都会做得很好。 1 2 3 4 5 6 7
PM5 在即将完成重要事情的时候, 我经常发现完成的情况不如理想中的好。 1 2 3 4 5 6 7
PM6 在日常生活中, 我几乎很少发现能够引起我兴趣且让我投入精力的活动。 1 2 3 4 5 6 7
预防
定向		 PV1 在成长过程中, 我经常做一些越界的事情而让我的父母无法容忍。 1 2 3 4 5 6 7
PV2 在成长的过程中, 我经常让我的父母为我紧张和操心。 1 2 3 4 5 6 7
PV3 在成长的过程中, 我经常做一些父母认为不对的事情。 1 2 3 4 5 6 7
PV4 在日常生活中, 我总是按照父母定下的规矩来做事。 1 2 3 4 5 6 7
编号 问题项 选项
延迟购买→选择购买
PF1 在考虑是否购买这双运动
鞋时, 我的第一反应是		 1 2 3 4 5 6 7
非常不同意→非常同意
PF2 相比再浏览比较其他运动
鞋, 我更加倾向于立即购
买这双运动鞋		 1 2 3 4 5 6 7
组别 被试数量 描述性特征 类别 人数 所占百分比
时尚型-
积极		 72 调节定向 促进定向 36 50.00%
预防定向 36 50.00%
性别 男 26 36.11%
女 46 63.89%
时尚型-
消极		 81 调节定向 促进定向 38 46.91%
预防定向 43 53.09%
性别 男 39 48.15%
女 42 51.85%
实用型-
积极		 74 调节定向 促进定向 31 41.89%
预防定向 43 58.11%
性别 男 14 18.92.%
女 60 81.08%
实用型-
消极		 85 调节定向 促进定向 38 44.71%
预防定向 47 55.29%
性别 男 38 44.71%
女 47 55.29%
维度 Cronbach’s α
促进定向 0.786
预防定向 0.854
先验购买决策偏好 0.739
后验购买决策偏好 0.854
KMO Bartlett球形检验 df Sig.
0.799 1157.328 45 0.000
成分
1 2
促进定向 PM1 0.633 0.187
PM2 0.702 0.116
PM3 0.735 -0.050
PM4 0.732 -0.050
PM5 0.616 -0.046
PM6 0.740 0.170
预防定向 PV1 0.097 0.883
PV2 0.118 0.843
PV3 0.035 0.899
PV4 -0.018 0.676
KMO Bartlett球形检验 df sig
0.513 257.936 1 0.000
因子载荷量
在考虑是否购买这双运动鞋时, 我的第一反应是 0.935
相比再浏览比较其他运动鞋, 我更加倾向于立即购买这双运动鞋 0.935
产品特征 动机风格 营销信息框架
积极 消极
时尚型 促进定向 -0.006(0.972) -0.222(0.836)
预防定向 -0.555(0.947) 0.492(1.147)
实用型 促进定向 -0.359(0.814) 0.162(0.838)
预防定向 0.171(1.070) 0.549(0.914)
源 df 均方 F 显著性
产品类型 1 7.744 8.492** 0.004
营销策略 1 8.131 8.916** 0.003
动机风格 1 2.008 2.201 0.139
产品类型*营销策略 1 1.289 1.413 0.235
产品类型*动机风格 1 7.002 7.678** 0.006
营销策略*动机风格 1 2.246 2.463 0.118
产品类型*营销策略
*动机风格		 1 4.564 5.005** 0.026
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