Mobile Shopping through Applications: Understanding Application Possession and Mobile Purchase
结合移动日志数据和面板调查，研究了移动购物中购物应用的拥有和购买两个阶段，发现线上和移动体验正向影响应用拥有，非购物应用的浏览行为也有助于理解应用拥有，而购买决策主要由数字体验和购物应用浏览信息解释。
Smartphones have penetrated rapidly and mobile shopping provides promising market opportunities for retailers. However, little is known about mobile shopping patterns and inferring these patterns from online shopping may provide misleading insights. We combine mobile log data and a mobile panel survey, and examine two stages in mobile shopping: the possession of shopping applications (hereafter, apps) and the purchase via shopping apps. Our exploratory investigation of mobile data and its empirical analyses provide three substantive findings. First, online experience and mobile experience both positively relate to the possession of shopping apps. Second, browsing behavior for non-shopping apps helps understand the possession of shopping apps as it reflects user preferences for acquiring more apps. Third, purchasing decisions are explained by digital experience (i.e., online experience and mobile experience) and browsing information from shopping apps, with other factors being of little predictive value. The implications for mobile retailing research and practice are discussed.