The Antecedents of Consumer Cross-device Shopping Behavior:A Study Based on Product Context
In the era of information technology development and smart device widely usage,consumers enjoy the flexibility of shopping across a variety of devices,including smartphones,tablets,and computers.The prevalence of cross-device shopping has increased,resulting in touchpoints between businesses and consumers scattered across various devices within a single shop-ping journey.Understanding the behavioral patterns and influencing factors of consumers engaged in cross-device shopping has become essential for making informed business decisions.This study delves into the antecedents of cross-device shopping behavior,specifically focusing on the two-dimensional as-pects of product emotion intensity and information intensity.Our study investigates the impact of product context on cross-device shopping behavior,exploring underlying mechanisms and addressing consumer heterogeneity.Through collected cross-device shopping experiences from over 200 consumers by a questionnaire survey and obtained cross-device clickstream data from nearly 1.2 million real consumers,logistic regression was employed to examine the influence of product context on cross-device shopping behavior and the mediating role of device synergy.Additionally,a hierarchical Bayesian model was construc-ted to analyze consumer heterogeneity in the impact of product context on cross-device shopping behavior.The results reveal that consumers predominantly engage in cross-device shopping for rational reasons,which higher product information intensity correlates with an increased likelihood of cross-device shopping.Conversely,higher product emotion intensity is associated with a lower probability of cross-device shopping.Product information intensity positively in-fluences the utility factor in device synergy,consequently increasing the likelihood of cross-device shopping.The utility and experience factors simultaneously act as mediators in the relationship between product emotion intensity and cross-device shopping behavior,displaying contrasting effects.Higher emotion intensity enhances utility but reduces the overall consumer experience,making consumers less inclined to engage in cross-device shopping.Results of the hierarchical Bayesian model show that the impact of product information and emotion intensity on cross-device shopping does not exhibit significant hetero-geneity among consumers,except for the notably stronger positive impact of information intensity on consumers with higher levels of education.This study introduces a fresh perspective to comprehend consumer cross-device shopping behavior by examining it through the lens of product context.The findings shed light on the underlying mechanisms as well as boundary conditions for the impact of product information and emotion intensity on cross-device shopping behavior,revealing why and when con-sumers engage in cross-device shopping.Our conclusions provide valuable insights for businesses aiming to allocate market-ing resources effectively across different devices.These insights can assist businesses in adjusting marketing strategies based on product characteristics in a timely manner.
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