The impact of mobile channel switching on purchase incidence: A cognitive load perspective

IF 11.1 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2026-04-01 Epub Date: 2026-02-10 DOI:10.1016/j.jbusres.2026.116045

Xueting Zhang , Yajie Li , Jian Li , Lingji Wang , Feng Wang

引用次数: 0

Abstract

With the rapid expansion of e-commerce, mobile channels have become central to retail strategies. However, there remains limited understanding of mobile channel switching that consumers shift between a retailer’s app and its mobile website. Unlike online-offline or desktop-mobile switching, its impact on purchase behavior has yet to be fully explored. Based on an analysis of a large-scale dataset comprising 3,395,722 observations from a Chinese e-commerce retailer, we found that mobile channel switching significantly reduces purchase incidence. However, this negative effect is attenuated when products are bundled with free gifts. In contrast, among consumers with high coupon proneness, the adverse impact of channel switching is amplified. These findings contribute to the literature on mobile shopping behavior and offer actionable insights for retailers seeking to design more targeted and effective marketing strategies.

查看原文本刊更多论文

移动渠道切换对购买发生率的影响：认知负荷视角

随着电子商务的迅速发展，移动渠道已经成为零售战略的核心。然而，对于消费者在零售商的应用程序和移动网站之间的移动渠道转换，人们的理解仍然有限。与线上-线下或桌面-手机切换不同，它对购买行为的影响尚未得到充分探索。基于对一家中国电子商务零售商的3395722个观察数据集的分析，我们发现移动渠道切换显著降低了购买发生率。然而，当产品与免费礼品捆绑在一起时，这种负面影响就会减弱。相比之下，在高优惠券倾向的消费者中，渠道切换的不利影响被放大。这些发现有助于研究手机购物行为，并为零售商设计更有针对性和更有效的营销策略提供可操作的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.