Uses And Gratifications Theory In E-Commerce: Habit And Social Presence

Digital media have transformed the customer buying journey and recent studies show that different media (devices) are used for different steps of the decision-making process. In this study, we apply the Uses and Gratifications (U&G) theory in the marketing context in order to investigate consumers’ choice to use desktop or mobile devices for conducting purchases. Habit and social presence are tested as moderators of the relationship between intention to buy and purchase via the two media. We report results from two laboratory experiments involving an actual purchase in various product categories. Findings indicate that consumers use desktop to make significantly more purchases than via mobile phone. Further, the positive relationship between the intention to buy and product purchase is moderated by the habitual use of the medium. Purchase intention x habitual use of the medium interactions are related to purchase behavior when habit is strong. Similarly, the presence of other people while the purchase is being made via desktop and mobile devices increases the likelihood of product purchase. Several implications for further academic research and managers are discussed.