Consumer processing of mobile online stores: Sources and effects of processing fluency |
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| Institution: | 1. Marshall School of Business, HOH 604, University of Southern California, 3670 Trousdale Pkwy, Los Angeles, CA 90089-0443 USA;2. Bocconi University, 20136 Milan Italy;3. Marshall School of Business, University of Southern California’s, 3670 Trousdale Pkwy, Los Angeles, CA 90089-0443 USA;1. Goethe University Frankfurt, Faculty of Economics and Business Administration, Theodor-W.-Adorno-Platz 4, D-60629 Frankfurt am Main, Germany;2. University of Oslo, Department of Psychology, Forskningsveien 3A, Postboks 1094, 0317 Oslo, Norway |
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| Abstract: | This research explores the role of processing fluency perceptions in consumer experiences of mobile online shopping. Processing fluency refers to the ease with which information is processed, and plays a pivotal role in the short, interactive sessions that characterize interactions with mobile devices. The findings from two empirical studies suggest that perceived visual complexity reduces fluency perceptions, while perceived visual congruence (between the mobile online store and the conventional, computer-accessible online store) has the opposite effect. No differences were found in the effects of visual congruence perceptions between mobile shopping touchpoints. Processing fluency, in turn, positively affects both satisfaction with the mobile online store and choice satisfaction. |
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| Keywords: | Processing fluency Visual complexity Visual e-channel congruence Mobile touchpoints Mobile online stores Mobile shopping |
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