A study of customer’s resistance behavior on mobile shopping via Status Quo Bias(SQB) Theory

  • 林 致廷

Student thesis: Master's Thesis


Mobile shopping has become very popular recently and has had a dramatic impact on online shopping Customers not only can use computers to engage in online shopping but they also can use apps to shop with their mobile phones However mobile shopping can’t substitute for computer online shopping and most customers are resistant to mobile shopping For example Agrebi and Jallais’ (2015) study indicated that customers are fearful of losing convenient online shopping experiences and they have to spend time and effort on learning how to manipulate mobile shopping apps if they want to engage in mobile shopping Therefore these fears and related costs make customers resistant to mobile shopping This study is based on Status Quo Bias (SQB) theory SQB theory includes three categories: cognitive misperception (loss aversion) rational decision making (net benefit transition cost and uncertainty cost) and psychological commitment (sunk cost social norms and mobile addiction) These seven variables impact attitude toward computer online shopping and lead to either positive or negative perceived benefits of mobile shopping and attitude toward computer online shopping and perceived benefits in turn influence resistance toward mobile shopping In addition a personal trait (self-efficacy) is used as a moderator to measure the relationship between attitude toward computer online shopping and resistance to mobile shopping as well as the relationship between perceived benefit and resistance to mobile shopping The participants are customers who have had online shopping and mobile shopping experience and a total of 426 respondents were collected for the survey data SEM was used for data analysis The results suggest that the hypotheses related to two variables among the SQB theory categories loss aversion and net benefit were supported The hypotheses reflecting the other five variables in SQB theory were partially supported For example uncertainty cost was shown to positively impact attitude toward computer online shopping as suggested but it was not shown to negatively impact perceived mobile shopping benefits In addition attitude toward computer online shopping and perceived mobile shopping benefits will either impact resistance to mobile shopping positively or negatively and high self-efficacy has a moderating effect between these two relationships Last but not least this study suggests that online retailers can increase customer’s perceived value of mobile shopping and decrease their attitude toward computer online shopping to reduce customer resistance toward mobile shopping
Date of Award2016 Aug 24
Original languageEnglish
SupervisorHsin-Hsin Chang (Supervisor)

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