EFFECTS OF M-COMMERCE STORE DESIGNS ON M-CONSUMERS: EXTROVERSION AND INTROVERSION AS MODERATORS

Abstract

The penetration of mobile devices, particularly smartphones, has been transforming consumers' shopping behaviours. While retailing environments can affect consumers' internal states, which leads to behavioural responses, the studies on the effect of m-commerce store designs on consumers seem to be limited. Furthermore, while consumers are being overwhelmed by appealing online storefront designs, the existing research still mostly appears to pay attention to high vs. low aesthetics design. The different types of store aesthetics designs are under-researched. This study is also interested in looking at the role of personality since it plays a part in behavioural responses. Therefore, the purpose of this study is to investigate the effect of m-commerce store aesthetics (i.e., classical and expressive aesthetics) on consumers' internal states and behaviours, including the moderating role of personality. To achieve this goal, an experimental study was conducted, in which 200 online participants were exposed to either classical or expressive m-commerce store design. The results show that m-commerce store aesthetics have an impact only on arousal and perceived mystery. Personality does not moderate the relationships between people's internal states and purchase intention.