The Driving Mechanism Of Consumer’s Purchase Decision-making Preference In Mobile Commerce

In recent years, with the rapid development of information technology, the e-commerce market is becoming more and more prosperous in China, and people also gradually accept to use mobile terminal for e-commerce transactions. Especially since the 3G era, mobile terminal seems to have become an important channel for e-commerce transactions.In the face of such huge consumer resource, mobile e-commerce retailers have to think about a problem, how to grasp the opportunity, enhance the competitiveness of products, attract the consumer to improve the mobile turnover. Moreover, this problem has also been a concern of researchers.Based on the previous studies, we could know that purchase decision-making preference has a direct impact on consumers purchase intention and behavior, and the decision-making preference of individual also is influenced by many factors. This study introduced some psychology theories, such as Regulatory Focus Theory, product’s Hedonic/Functional Feature Classification and Framing Effect, and tried to explore the driving mechanism of consumer motivation style (promotion-focus, prevention-focus), product feature (hedonic feature, functional feature), the marketing information framework (positive framework, negative framework) and their interaction on consumer’s purchase decision-making preference in mobile e-commerce.The empirical research adopts the experimental method of scene design and questionnaire. The results showed that, in the mobile e-commerce consumption process, consumers are more likely to change the original purchase decision-making preference, instead choose to buy the product when stimulated by product’s functional features. Second, there are significantly different impacts of product feature on purchase decision-making preferences of mobile e-commerce consumer with different motivation style. When retailers emphasis on product hedonic features, compared to prevention-focus mobile e-commerce consumers, promotion-focus mobile e-commerce consumers are more easily change the original purchase decision-making preference, and more likely to choose to buy the product. When retailers emphasize product’s functional features, there are no significant differences in the change of two type consumer’s purchase decision-making preference. Third, in the process of mobile e-commerce consumption, negative marketing framework (price promotion) can stimulate consumer change the original purchase decision-making preference, opting to buy products more easily. Fourth, the interaction of product feature and marketing information framework for different style of mobile e-commerce consumer’s purchase decision-making preferences exist significant differences. When stimulated by hedonic feature-positive marketing framework, promotion-focus mobile e-commerce consumer is easier to change the original purchase decision-making preference, instead for purchase products; and when it emphasizes the functional feature of product, regardless of the positive marketing framework or negative marketing framework, prevention-focus consumers are more likely to change the original purchase decision-making preference, instead for to buy the product.