Title: UNDERSTANDING THE MOBILE USER’S PURCHASE-DECISION INVOLVEMENT

Issue Number: Vol. 5, No. 3
Year of Publication: Jul - 2015
Page Numbers: 171-184
Authors: Mark Hooper, Paul Sant
Journal Name: International Journal of Digital Information and Wireless Communications (IJDIWC)
- Hong Kong
DOI:  http://dx.doi.org/10.17781/P001681

Abstract:


With smart devices starting to become truly context-aware and mobile devices establishing themselves within the on-line purchasing cycle we are finding m-commerce becoming more astute to our needs. In our efforts to facilitate this we investigate the relationship between physical and modal contexts and levels of purchase-decision involvement. We aim to increase knowledge and establish methods for increasing the level of engagement of consumers and a specific product. Previous research has shown a positive correlation between purchase-decision involvement and positive-negative user emotions. We aim to extend this by not only demonstrating that different situations can reduce or increase this correlation but that other aspects of affective state are also important when considering the mobile device user. We introduce a new term unfavourable physical situations and explore how environment stressors and level of familiarity with people and environments impact on the user’s purchase-decision involvement. Results demonstrate that extreme situations influence the relationship between different aspects of affective state and show potential in informing context-aware systems for optimising engagement with the consumer’s decision processes.