Title: What determines online consumers to migrate from PCs to mobile devices? - An empirical approach on consumers' internet cross-channel behaviours

Authors: Dingna Tang; Yimin Yang; Ying Yan; Ming Zhou

Addresses: School of Business Administration, Zhongnan University of Economics and Law, China ' School of Business Administration, Zhongnan University of Economics and Law, China ' School of Business Administration, Zhongnan University of Economics and Law, China ' Business School Hubei University, China; School of Business Administration, Zhongnan University of Economics and Law, China

Abstract: With the improvement of telecommunication and wireless internet-access technologies, smart mobile devices have been extensively applied for mobile shopping. In this paper, PPM model is taken as a theoretical framework and an empirical research method is employed to determine the antecedents influencing consumers' decisions on migrating from PC-based shopping to mobile shopping. We found that inconvenience, perceived high price, security, perceived usefulness, and perceived ease of use are the significant antecedents influencing consumers' channel migration intention of choosing mobile shopping; while the hypothesis of switching cost is not supported.

Keywords: push-pull-mooring model; channel migration; mobile shopping; online shopping; m-shopping; online consumers; consumer behaviour; internet cross-channel behaviour; shopping channels; inconvenience; perceived high price; security; perceived usefulness; perceived ease of use; switching costs.

DOI: 10.1504/IJSTM.2016.077656

International Journal of Services Technology and Management, 2016 Vol.22 No.1/2, pp.46 - 62

Published online: 12 Jul 2016 *

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