Impact of data intelligence factors on consumers’ mobile shopping intentions

Abstract

The rise of data intelligence has significantly transformed consumers' shopping behavior, but the influence of various data intelligence factors on consumers' mobile shopping intentions through consumer emotions remains under explored. This study, grounded in an environmental psychology model, combines qualitative interviews and a questionnaire survey to investigate how data intelligence factors influence consumer emotions and mobile shopping intentions. Study 1 is based on interviews with 45 participants, with various data intelligence factors, such as intelligent search, intelligent recommendation, intelligent pricing, intelligent customer service, and intelligent logistics, extracted and analyzed using NVivo software. Based on the results of Study 1, Study 2 developed a moderated mediation model to examine how data intelligence factors influence mobile shopping intentions through consumer emotions, with regulatory focus serving as a moderator. A survey was conducted, and 962 valid responses were analyzed using SPSS 25 and AMOS 21 software. The findings reveal the following: First, intelligent recommendation, intelligent customer service, and intelligent logistics have a significant positive impact on consumer emotions. Additionally, intelligent recommendation and intelligent logistics have a significant positive impact on mobile shopping intentions. Second, intelligent pricing has a significant negative impact on mobile shopping intentions. Third, consumer emotions play a significant mediating role between intelligent recommendation, intelligent customer service, intelligent logistics and mobile shopping intentions. Finally, prevention focus moderates the impact of intelligent recommendation, intelligent customer service, and intelligent logistics on mobile shopping intentions. The findings contribute to the literature on how data intelligence influences mobile shopping behavior and examine the moderating effect of regulatory focus, offering practical insights for companies to optimize their digital intelligence marketing strategies.