How Does Geographical Mobility Influence Consumer's Perception Of Control?

In the mobile Internet era,people can surf the internet anytime and anywhere.The ubiquity of mobile internet makes everything related to geographical location significant factors that influence application-using behaviors of mobile users.After nearly ten years rapid development mobile internet markets in China have been mature nowadays.Analyzing data about the geographical locations of mobile users is a significant method of understanding users' needs and behavioral preferences.Meanwhile,more and more marketing scholars start to concern about the influences of geographical location on cognition and behavior of the mobile users in mobile internet context.Though the number of related papers is increased,exist research concerns less about the influence of short-term geographical mobility on consumer's perception of control.Besides,owing to the lack of data,exist research also pay little attention to the new type of consuming behavior—the using behavior of mobile applications in the mobile internet context.According to the gaps of exist research,this paper summarizes geographical mobility related research and empirically analyzes the influence of the geographical distance of consumer's movement on consumer's perception of control by analyzing related data of mobile users based on the psychological uncertainty related theories.This paper suggests that the change of environment types will be more frequent and mobile users will be more unfamiliar with those environments with the increase of mobile users'geographical movement distance.This dynamic change will increase the level of psychological uncertainty of mobile users and arouse anxiety.Therefore,mobile users have to take measures such as enhancing the perception of control to decrease the level of psychological uncertainty.What's more,the type of characteristics(open-minded v.s.closed-minded)of mobile users will moderate the effects.Specifically,our study demonstrates that the distance of mobile users' geographical movement positively influence the perception of control of mobile users.In other words,the longer distances of mobile users'geographical movement are,the higher probabilities of mobile users'mobile games using behavior are.Besides the types of characteristics of mobile users will moderate the influences of geographical movement distances of mobile users on the perception of control of mobile users.Specifically,for open-minded mobile users,the geographical movement distances of mobile users have less positive effect on the perception of control of mobile users.And for closed-minded mobile users,the geographical movement distances of mobile users have more positive effect on the perception of control of mobile users.Our research chooses the frequency of stranger social applications opening behavior as the proxy variable of the moderator variable.What's more,our research also demonstrates that the online duration of mobile internet,the number of mobile traffic and mobile internet speed will positively influence the mobile game opening behavior of mobile users.On the contrary,the IOS mobile system and holidays have negative influence on the mobile game opening behavior of mobile users.Based on the theories of geography,psychology and consumer behavior,our paper enriches mobile marketing and consumer behavior research related to geographical mobility.This research also provides business practices with some implications.In the end,we demonstrate the limitations of this paper and possible directions for future research.