Research on the Configuration of the Implementation Intention of Mobile Shopping Behaviors Based on fsQCA

doi:10.15936/j.cnki.1008-3758.2022.05.005

Abstract

Abstract: Triggering shopping desire with scenes has become an important means of merchants' marketing. However， there are few studies on the association mechanism between cognitive-emotional interaction responses and implementation intentions in different scenarios. A total of 390 valid samples were obtained through questionnaire surveys， using the fuzzy-set qualitative comparative analysis method (fsQCA)， Based on the SOR model， from the perspective of multiple concurrent causality， the impact mechanism of the seven conditions of visual perception cues， quality safety cues and time cues， and the interaction configuration effects of perceived pleasure and perceived trust on implementation intentions was explored. It was found that: A single antecedent condition is not a necessary condition for the high/non-high implementation intentions of mobile shopping behaviors; The driving mechanism to realize the high implementation intentions of mobile shopping behaviors includes an overall solution， divided into 4 paths， revealing that the perception of high privacy protection is the core condition leading to the high implementation intentions of mobile shopping behaviors; The driving mechanism of non-high implementation intentions of mobile shopping behaviors has six paths， and there is a causal asymmetric relationship with the driving mechanism of high implementation intentions. The research conclusions enrich and develop the relevant theories of contextual clues， and provide specific suggestions and measures for e-commerce companies' precise marketing and user experience improvement.

Key words: contextual cue; implementation intention; mobile shopping; fsQCA

CLC Number:

C939

WANG Lin， WANG Zhihua， ZHAO Yang. Research on the Configuration of the Implementation Intention of Mobile Shopping Behaviors Based on fsQCA[J]. Journal of Northeastern University(Social Science), 2022, 24(5): 31-39.

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