IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v36y2017icp137-147.html
   My bibliography  Save this article

Consumer processing of mobile online stores: Sources and effects of processing fluency

Author

Listed:
  • Sohn, Stefanie

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.

Suggested Citation

  • Sohn, Stefanie, 2017. "Consumer processing of mobile online stores: Sources and effects of processing fluency," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 137-147.
  • Handle: RePEc:eee:joreco:v:36:y:2017:i:c:p:137-147
    DOI: 10.1016/j.jretconser.2017.01.008
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698916304015
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Wu, Kewen & Vassileva, Julita & Zhao, Yuxiang & Noorian, Zeinab & Waldner, Wesley & Adaji, Ifeoma, 2016. "Complexity or simplicity? Designing product pictures for advertising in online marketplaces," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 17-27.
    2. Mosteller, Jill & Donthu, Naveen & Eroglu, Sevgin, 2014. "The fluent online shopping experience," Journal of Business Research, Elsevier, vol. 67(11), pages 2486-2493.
    3. Vicki McKinney & Kanghyun Yoon & Fatemeh “Mariam” Zahedi, 2002. "The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach," Information Systems Research, INFORMS, vol. 13(3), pages 296-315, September.
    4. Wang, Rebecca Jen-Hui & Malthouse, Edward C. & Krishnamurthi, Lakshman, 2015. "On the Go: How Mobile Shopping Affects Customer Purchase Behavior," Journal of Retailing, Elsevier, vol. 91(2), pages 217-234.
    5. Riquelme, Isabel P. & Román, Sergio & Iacobucci, Dawn, 2016. "Consumers' Perceptions of Online and Offline Retailer Deception: A Moderated Mediation Analysis," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 16-26.
    6. Oliver, Richard L & Swan, John E, 1989. "Equity and Disconfirmation Perceptions as Influences on Merchant and Product Satisfaction," Journal of Consumer Research, Oxford University Press, vol. 16(3), pages 372-383, December.
    7. Anindya Ghose & Avi Goldfarb & Sang Pil Han, 2013. "How Is the Mobile Internet Different? Search Costs and Local Activities," Information Systems Research, INFORMS, vol. 24(3), pages 613-631, September.
    8. Herrmann, Andreas & Zidansek, Manja & Sprott, David E. & Spangenberg, Eric R., 2013. "The Power of Simplicity: Processing Fluency and the Effects of Olfactory Cues on Retail Sales," Journal of Retailing, Elsevier, vol. 89(1), pages 30-43.
    9. North, Adrian C. & Sheridan, Lorraine P. & Areni, Charles S., 2016. "Music Congruity Effects on Product Memory, Perception, and Choice," Journal of Retailing, Elsevier, vol. 92(1), pages 83-95.
    10. Eroglu, Sevgin A. & Machleit, Karen A. & Davis, Lenita M., 2001. "Atmospheric qualities of online retailing: A conceptual model and implications," Journal of Business Research, Elsevier, vol. 54(2), pages 177-184, November.
    11. Joerg Koenigstorfer & Andrea Groeppel-Klein, 2012. "Consumer acceptance of the mobile Internet," Marketing Letters, Springer, vol. 23(4), pages 917-928, December.
    12. Jan R. Landwehr & Aparna A. Labroo & Andreas Herrmann, 2011. "Gut Liking for the Ordinary: Incorporating Design Fluency Improves Automobile Sales Forecasts," Marketing Science, INFORMS, vol. 30(3), pages 416-429, 05-06.
    13. Thakur, Rakhi, 2016. "Understanding Customer Engagement and Loyalty: A Case of Mobile Devices for Shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 151-163.
    14. Sujan, Mita, 1985. "Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments," Journal of Consumer Research, Oxford University Press, vol. 12(1), pages 31-46, June.
    15. Barbara H. Wixom & Peter A. Todd, 2005. "A Theoretical Integration of User Satisfaction and Technology Acceptance," Information Systems Research, INFORMS, vol. 16(1), pages 85-102, March.
    16. Morgan-Thomas, Anna & Veloutsou, Cleopatra, 2013. "Beyond technology acceptance: Brand relationships and online brand experience," Journal of Business Research, Elsevier, vol. 66(1), pages 21-27.
    17. Christophe Bezes, 2013. "Effect of channel congruence on a retailer's image," Post-Print hal-00861112, HAL.
    18. Bettman, James R & Luce, Mary Frances & Payne, John W, 1998. "Constructive Consumer Choice Processes," Journal of Consumer Research, Oxford University Press, vol. 25(3), pages 187-217, December.
    19. David W. Gerbing & James C. Anderson, 1992. "Monte Carlo Evaluations of Goodness of Fit Indices for Structural Equation Models," Sociological Methods & Research, , vol. 21(2), pages 132-160, November.
    20. Badrinarayanan, Vishag & Becerra, Enrique P. & Madhavaram, Sreedhar, 2014. "Influence of congruity in store-attribute dimensions and self-image on purchase intentions in online stores of multichannel retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1013-1020.
    21. Eroglu, Sevgin A. & Machleit, Karen & Barr, Terri Feldman, 2005. "Perceived retail crowding and shopping satisfaction: the role of shopping values," Journal of Business Research, Elsevier, vol. 58(8), pages 1146-1153, August.
    22. Albert Satorra & Peter Bentler, 2001. "A scaled difference chi-square test statistic for moment structure analysis," Psychometrika, Springer;The Psychometric Society, vol. 66(4), pages 507-514, December.
    23. van Rompay, Thomas J.L. & de Vries, Peter W. & van Venrooij, Xaviera G., 2010. "More than Words: On the Importance of Picture–Text Congruence in the Online Environment," Journal of Interactive Marketing, Elsevier, vol. 24(1), pages 22-30.
    24. Janiszewski, Chris & Meyvis, Tom, 2001. "Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency and Judgment," Journal of Consumer Research, Oxford University Press, vol. 28(1), pages 18-32, June.
    25. Groß, Michael, 2016. "Impediments to mobile shopping continued usage intention: A trust-risk-relationship," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 109-119.
    26. Agrebi, Sinda & Jallais, Joël, 2015. "Explain the intention to use smartphones for mobile shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 16-23.
    27. Alnawas, Ibrahim & Aburub, Faisal, 2016. "The effect of benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 313-322.
    28. Wood, Robert E., 1986. "Task complexity: Definition of the construct," Organizational Behavior and Human Decision Processes, Elsevier, vol. 37(1), pages 60-82, February.
    29. Sarv Devaraj & Ming Fan & Rajiv Kohli, 2002. "Antecedents of B2C Channel Satisfaction and Preference: Validating e-Commerce Metrics," Information Systems Research, INFORMS, vol. 13(3), pages 316-333, September.
    30. Nancy Paule Melone, 1990. "A Theoretical Assessment of the User-Satisfaction Construct in Information Systems Research," Management Science, INFORMS, vol. 36(1), pages 76-91, January.
    31. Mai, Robert & Hoffmann, Stefan & Schwarz, Uta & Niemand, Thomas & Seidel, Jana, 2014. "The Shifting Range of Optimal Web Site Complexity," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 101-116.
    32. Shankar, Venkatesh & Kleijnen, Mirella & Ramanathan, Suresh & Rizley, Ross & Holland, Steve & Morrissey, Shawn, 2016. "Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 37-48.
    33. Wang, Sijun & Beatty, Sharon E. & Mothersbaugh, David L., 2009. "Congruity's role in website attitude formation," Journal of Business Research, Elsevier, vol. 62(6), pages 609-615, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    2. Lee, Kiljae & Choi, Jungsil, 2019. "Image-text inconsistency effect on product evaluation in online retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 279-288.
    3. Kim, Minjeong, 2019. "Digital product presentation, information processing, need for cognition and behavioral intent in digital commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 362-370.
    4. Iyer, Pramod & Davari, Arezoo & Mukherjee, Amaradri, 2018. "Investigating the effectiveness of retailers’ mobile applications in determining customer satisfaction and repatronage intentions? A congruency perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 235-243.
    5. Maier, Erik & Dost, Florian, 2018. "Fluent contextual image backgrounds enhance mental imagery and evaluations of experience products," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 207-220.
    6. Maier, Erik & Dost, Florian, 2018. "The positive effect of contextual image backgrounds on fluency and liking," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 109-116.
    7. Groß, Michael, 2018. "Heterogeneity in consumers’ mobile shopping acceptance: A finite mixture partial least squares modelling approach for exploring and characterising different shopper segments," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 8-18.
    8. Dastane, Omkar & Goi, Chai Lee & Rabbanee, Fazlul, 2020. "A synthesis of constructs for modelling consumers’ perception of value from mobile-commerce (M-VAL)," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:36:y:2017:i:c:p:137-147. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Haili He). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.