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n Management Dynamics : Journal of the Southern African Institute for Management Scientists - The psychological processes underlying online customers’ mobile purchasing ‘cognitive effort – resistance’ behaviour

Volume 28 Number 4
  • ISSN : 1019-567X

Abstract

Although some consumers regularly use their mobile phones to conduct typical day-to-day shopping activities such as price comparisons, it seems that many other online customers prefer using a retailer’s website on a desktop computer or laptop to purchase products, and they remain reluctant to use the mobile shopping service of the same retailer on a mobile phone. To understand this resistance behaviour, the influence of mobile purchasing cognitive effort perceptions on mobile purchasing resistance was investigated using a mediation analysis. Data were collected from 466 onlineonly buyers with an online retailer that also offers a mobile shopping service that customers can access on a mobile phone. The hypotheses were empirically assessed using SmartPLS version 3.2.7. Online purchasing inertia and mobile purchasing alternative attractiveness perceptions, in parallel and in serial, mediated the influence of cognitive effort perceptions on mobile purchasing resistance. By contrast, online purchasing habit only mediated the mobile purchasing ‘cognitive effort – resistance’ relationship in serial with online purchasing inertia and/or mobile purchasing alternative attractiveness perceptions.

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/content/journal/10520/EJC-19993f0f71
2019-11-01
2020-02-19

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