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http://dx.doi.org/10.15813/kmr.2022.23.2.010

The Effect of Content Layout in Mobile Shopping Product Page on Product Attitude and Purchase Intention: Focusing on Consumer Cognitive Responses Depending on Regulatory Focus  

Park, Kyunghee (Graduate School of Business IT, Kookmin University)
Seo, Bonggoon (Korea Institute of Industrial Technology (KITECH))
Park, Dohyung (Graduate School of Business IT, Kookmin University)
Publication Information
Knowledge Management Research / v.23, no.2, 2022 , pp. 193-210 More about this Journal
Abstract
The rapid development of mobile technology and the improvement of network speed are providing convenience to various services, and mobile shopping malls are no exception. Although efforts are being made to promote sales by combining various technologies such as customized recommendations using big data and specialized personalization services based on artificial intelligence, most mobile shopping malls have the same detailed page information structure including detailed product information. In this context, in this study, it was determined that the content layout of the product detail page and the mobile product detail page layout tailored to the consumer's preference should be presented according to the consumer's preference. Based on Higgins' Regulatory Focus Theory, a study of consumer propensity revealed that the content layout arrangement on a product detail page, when presented in an F-shape, informs the consumer that it is organized. If presented in a Z-shape, vivid information was recognized, and it was examined whether the product attitude and purchase intention were affected. As a result, when the content layout composition was presented as a layout arrangement in the form of a sense of unity and organization, prevention-focused consumers were positively affected by product attitudes and purchase intentions, and promotion-oriented consumers felt freedom. When presented in an arrangement, it was confirmed that the product attitude and purchase intention were affected.
Keywords
Mobile Shopping Mall; Mobile Shopping Mall Product Page; UI Layout; Contents layout; Regulatory Focus; F-shaped pattern; Z-shaped pattern;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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