Research on smartphone screen-sliding interactive mode and purchasing behaviour

Abstract

 Smartphone-based shopping has become the mainstream of online shopping. By touching and sliding the mobile screen, consumers could browse the product information and interact with the information systems, and then make the purchase decision. However, whether the different modes of sliding screen in mobile shopping influences purchasing behaviors remains unclear. The present research used field studies and laboratory behavioral experiments to investigate the influence of different modes of sliding screen, including horizontal and vertical sliding on buying behavioral on smartphone, and examined boundary factors from consumers’ and marketer’s perspectives. Study 1 and Study 2 conducted field experiments using fast moving consumer goods (i.e., apparels) and durable consumer goods (electronics) on a mobile shopping platform. The results showed that horizontal and vertical sliding led to difference in purchase amount, quantity and purchase rate, and that the vertical sliding enhanced buying behaviors significantly. Study 3 used an experiment to examine the moderation of customers’ impulsive buying desire on purchasing behaviors. The results showed that the vertical sliding enhanced buying behaviors significantly when the consumers had higher impulsive buying desire. This effect attenuates and even reverses when consumers had lower impulsive buying desire. Study 4 used an experiment to examine how product’s price and marketer’s promotion strategy moderate the relationship between modes of sliding screen and purchasing behaviors. The results revealed that the vertical sliding enhanced buying behaviors significantly when the products were at a relatively lower price, while this effect was attenuated and even reversed when the product price increased. However, we did not find a similar effect for different promotion strategies. The present research extended digital sensory marketing into the context of smaller screen on the smartphones, and provided experimental evidences for understanding the relationship of sliding screen and online buying behaviors. This research also offers managerial implications for marketers in designing mobile-based shopping interface.