Search Constraint Of Mobile Technology And Channel Choice In E-Commerce

This study aims to investigate empirical evidence of search constraints of the mobile technology from the theoretical lens of technology affordance. Using a large archival panel dataset encompassing transactions in the PC and mobile channels, we find that information-intensity of products is negatively associated with the choice probability of the mobile channel over the PC channel. However, the negative association is weakened as the user experience in the mobile channel accumulates, suggesting a dynamic relationship between user and technology (i.e., users’ learning or adaptation to technology).

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