Situational dynamic implementation intentions of mobile shopping behaviour: Based on the perspective of dual contextual cues

ABSTRACT Contextual cues can stimulate consumers’ memory, increase their attention, and promote their purchase behaviour. Nevertheless, the dynamic mechanism of online shopping behaviour implementation intention in intricate social contexts has not been investigated comprehensively. Based on the theory of implementation intention, this study constructs a research framework from the standpoint of dual contextual cues of businesses and consumers, designs corresponding models by using system dynamics method, and validates its efficacy and sensitivity to elucidate the dynamic implementation intention mechanism of consumers’ social shopping behaviour. The purchase implementation intention of consumers is influenced by not only their psychological changes but also businesses, showing a fluctuating upward trend over time. Consumers’ implementation intention is highly sensitive to quality and safety cues and prospective memory of businesses degree. This study expands the viewpoint of contextual cues theory from the perspective of duality, upgrades the systematic mechanism of contextual cues and implementation intention, and finally offers relevant suggestions for businesses to promote consumer purchase behaviour.