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INTR
22,2 Factors influencing consumption
experience of mobile commerce
A study from experiential view
120
Min Li and Z.Y. Dong
Department of Management Science and Engineering,
Received 27 February 2011
Revised 26 July 2011 Antai College of Economics & Management, Shanghai Jiao Tong University,
8 September 2011 Shanghai, People’s Republic of China, and
Accepted 20 September
2011 Xi Chen
Department of Management Science and Engineering, School of Management,
Zhejiang University, Hangzhou, People’s Republic of China

Abstract
Purpose – The purpose of this study is to interpret consumers’ emotion in their consumption
experience in the context of mobile commerce from an experiential view. The study seeks to address
concerns about the experiential aspects of mobile commerce regardless of the consumption type. For
the purpose, the authors aims to propose a stimulus-organism-response (S-O-R) based model that
incorporates both utilitarian and hedonic factors of consumers.
Design/methodology/approach – A survey study was conducted to collect data from 293 mobile
phone users. The questionnaire was administered in study classrooms, a library, or via e-mail. The
measurement model and structural model were examined using LISREL 8.7.
Findings – The results of this research implied that emotion played a significant role in the mobile
consumption experience; hedonic factors had a positive effect on the consumption experience, while
utilitarian factors had a negative effect on the consumption experience of consumers. The empirical
findings also indicated that media richness was as important as subjective norms, and more important
than convenience and self-efficacy.
Originality/value – Few m-commerce studies have focused directly on the experiential aspects of
consumption, including the hedonic experience and positive emotions among mobile device users.
Applying the stimulus-organism-response (S-O-R) framework from the perspective of the experiential
view, the current research model is developed to examine several utilitarian and hedonic factors in the
context of the consumption experience, and indicates a comparison between the information
processing (utilitarian) view and the experiential (hedonic) view of consumer behavior. It illustrates the
relationships among six variables (i.e. convenience, media richness, subjective norms, self-efficacy,
emotion, and consumption experience) in a mobile commerce context.
Keywords Emotion, Stimulus-organism-response (S-O-R), Consumption experience, Experiential view,
Mobile commerce, Consumer behaviour, Mobile technology, Electronic commerce, Consumer behaviour
Paper type Research paper

The authors would like to thank the Editor-in-Chief and three referees for helpful comments on
Internet Research
Vol. 22 No. 2, 2012 earlier drafts of this paper. The research related to this paper was directly supported by a
pp. 120-141 research grant from the National Natural Science Foundation of China (Project No. 70973077 and
q Emerald Group Publishing Limited
1066-2243
No. 71002083) and another research project supported by the Educational Commission of
DOI 10.1108/10662241211214539 Zhejiang Province (Project No. Y200909266).
Introduction Consumption
With the development of mobile networks and waves of information technologies (IT) experience of
innovation, mobile commerce (m-commerce) has been proclaimed the new service
frontier from time to time (Kleijnen et al., 2007; Ko et al., 2009). M-commerce mobile commerce
supplements electronic commerce (e-commerce) by allowing consumers to conduct
online transactions via handheld device (Mahatanankoon, 2007). According to Gartner
Research, it is estimated that the worldwide mobile payment users will reach nearly 121
108.6 million in 2010, representing roughly 2.1 percent of all mobile users and mobile
phone sales to end users totaled 314.7 million units in the first quarter of 2010, a 17
percent increase from the same period in 2009. The ubiquitous presence of mobile
networks, the growing penetration of wireless device and the improving safety of
mobile payment have resulted in the increasing use of handheld devices to deliver
m-commerce. As iResearch indicates, the m-commerce displays remarkable
accomplishments with a proportion of 21.6 percent in the first quarter of 2011, up
358.7 percent from the year before (iResearch Consulting Group, 2011a). The pressure
of vigorous competition calls for an effective and essential method to help practitioners
study the consumer behavior and analyze their willingness and preference to use
m-commerce services.
Previous consumer behavior research has suggested that rational and utilitarian
factors are crucial in m-commerce. M-commerce characteristics, such as system
quality, facilitating conditions, mobile trust and convenience, have been adopted in the
research on m-commerce acceptance (Choi et al., 2008; Kleijnen et al., 2004; Lu et al.,
2008). More recently, researchers have begun to explore hedonic factors like visual
aesthetics, escapism and enjoyment affecting user experience (Ko et al., 2009; Li and
Yeh, 2010; Turel et al., 2010). The utilitarian factors are attributes related to user’s
utilitarian consideration and the hedonic factors refer to the elements that satisfy
consumer’s hedonistic desire (O’Brien, 2010). Attention has been given to both the two
factors as the emergence of philosophies that placed great emphasis on the consumer’s
experience to have fun and pleasure (Holbrook and Hirschman, 1982b; Davis, 2010).
However, few m-commerce studies focus directly on experiential aspects of
consumption including hedonic experience and positive emotion among mobile device
users. As opposed to goal-directed (utilitarian) consumption, the roots of experiential
(hedonic) consumption can be sought in the growth of services or the process of
consumption, often with important emotional significance in behavior (Hoffman and
Novak, 1996; Holbrook and Hirschman, 1982b). Recent consumer research has found
considerable evidence that flow experience occur during both types of consumption
(Novak et al., 2003; Sánchez-Franco and Roldán, 2005). While certain kinds of mobile
service, such as mobile banking, appear to be more goal-directed consumption than
pure hedonic experience, such as mobile gaming, it still does not exclude the possibility
of being influenced by both utilitarian and hedonic perspective. For example,
customers who routinely engage in mobile banking may participate in a marketing
campaign and interactive with banking brand via mobile messaging service
(Zarifopoulos and Economides, 2009). In essence, customers can experience the fun
through mobile communications as a form of individual expression of feelings.
Therefore, it is essential to approach m-commerce from an experiential perspective,
which highlights the importance of emotion in user experience.
INTR The purpose of this paper is to explore the role of emotion in customer consumption
22,2 experience (mobile commerce usage intention, adoption, and satisfaction) in the context
of mobile commerce from experiential view. This study addresses the concern about
the experiential aspects of mobile commerce regardless of the consumption type. For
the purpose, we employed the Stimulus-Organism-Response (S-O-R) as framework, and
developed the research model to examine several utilitarian and hedonic factors toward
122 consumption experience. The study addresses questions as follows:
(1) How does the emotion of customers influence their consumption experience
with mobile commerce services?
(2) How do the utilitarian and hedonic factors influence customers’ mobile
consumption experience?

Understanding customers’ considerations offers managers guidance in developing

strategies for m-commerce.
This paper is outlined as follows. First, we provide a brief review of previous
research related to m-commerce and provides a theoretical foundation for the present
study based on an intervening response system proposed by consumer psychology.
The next section presents a research model and proposes hypotheses to be tested. We
then describe the research methodology of the empirical study. Results and discussion
follow research design. Finally, we present implications, limitations, and suggestions
for future research.

Literature review
Utilitarian and hedonic motivation
Consumer behavior research on utilitarian or hedonic motivation has fundamentally
contributed to understand the role of the consumer’s experience in the consumption of
m-commerce services. The predominant perspective in consumer behavior is that
consumer is driven by utilitarian motives (Babin et al., 1994). According to this
perspective, consumers regard consumption as a task to get something efficiently and
evaluate large amounts of information when making decisions (Addis and Holbrook,
2001; Babin et al., 1994). This approach has been advocated as information processing
model, which focus on decision-making processes (Holbrook and Hirschman, 1982b).
Among the large number of studies on adoption of mobile commerce, Davis’
Technology Acceptance Model (TAM) (1989) has been widely cited as a framework for
explaining uses’ IT adoption and usage in multiple contexts, say that researches on
m-commerce application and environmental factors (Taylor and Todd, 1995). TAM
suggests a belief – attitude – intention – behavior casual relationship, which focuses
on general technology perceptions, the direct adoption drivers, namely perceived
usefulness (PU) and perceived ease of use (PEU), and the indirect adoption drivers, or
external variables.
New factors were added to enhance the explanatory power of the variance in users’
behavioral intention related to IT adoption in the m-commerce context (Dickinger et al.,
2008; Hong and Tam, 2006; Luarn and Lin, 2005). The model extension provides us a
wider sets of adoption drivers, including general technology perceptions (e.g. PU, PEU,
and perceived convenience)(Hong and Tam, 2006; Lu and Su, 2009; Yoon and Kim,
2007), individual differences (e.g. innovativeness, affinity, compatibility to mobile
telephones, mobile skillfulness and self-efficacy) (Aldás-Manzano et al., 2009; Lu and
Su, 2009; Lu et al., 2003; Luarn and Lin, 2005), user psychographics (e.g. perceived Consumption
playfulness, perceived enjoyment, need for uniqueness and anxiety) (Cheong and Park, experience of
2005; Hong and Tam, 2006; Lu and Su, 2009), social influence (e.g. social norm)
(Dickinger et al., 2008; Hong and Tam, 2006; Lu et al., 2003) and demographics mobile commerce
(e.g. gender and age) (Huitt, 2003; Yang and Lee, 2010). In addition, content quality and
system quality is also established to have a causal relationship with adoption of
m-commerce (Cheong and Park, 2005; Kleijnen et al., 2004). These factors encourage the 123
m-commerce adoption by improving the consumption performance and often relate to
the physical and psychological context.
Nevertheless, most of the aforementioned TAM-based studies are conducted under
the context of workplace system or from a task-oriented perspective. In contrast,
mobile devices and related services are closely related to customers’ personal life. The
success of m-commerce lies on the capability of connecting users and information
world quickly, easily and enjoyably. According to China Internet Network Information
Center (CNNIC), among various categories of m-commerce, hedonic mobile services,
such as mobile gaming, mobile reading and mobile video, are particular popular among
many mobile users in China. For example, they may download and share the
information with friends for the purpose of creating and engaging others in the
experience of fun. As the rise of customers’ drive for pursuing hedonistic pleasures, the
mobile device using behavior cannot be fully determined by utilitarian values.
Some researchers have begun to explore consumers’ hedonic needs which focus on
the multisensory, fantasy, and emotive aspects of the consumption experience (Batra
and Antola, 1991; Holbrook and Hirschman, 1982a). From an experiential perspective,
Holbrook and Hirschman (1982b) have introduced, proposed a new model for
understanding consumer behavior that is in contrast to the information-processing
(utilitarian) approach. According to this perspective, consumers are hedonic and their
activities are not guided by goals or outcomes, but by the process itself (Hoffman and
Novak, 1996). During the consumption trip, consumer can enjoy the fun and
playfulness regardless of the final product or services (Babin et al., 1994). For instant,
the mobile phone applications fitting room can virtually imitate a real human body to
try fitting on the outfit that users want to buy. In this situation, consumers give
priority to hedonic experience rather than the purchase of goods. Hedonic factors
motivate the m-commerce adoption by providing intrinsic gratification, arousal and
emotion and often relate to the symbolic, hedonic and aesthetic nature of consumption.
More recently, a number of researchers studied IT adoption in settings other than
the workplace, where IT was not been regarded as a tool to improve task performance
(Ko et al., 2009; Li and Yeh, 2010; Mahatanankoon, 2007; Turel et al., 2010). Li and Yeh
(2010) have conducted a study on how visual aesthetics can influence the mobile
customers’ experience. The result showed aesthetics of mobile web site design did
significantly affect web site characteristics component and ultimately impact customer
trust (Li and Yeh, 2010). From a non-TAM perspective, Mahatanankoon (2007)
examined the effects of personality traits (individual playfulness, personal
innovativeness) and optimum stimulation level (OSL) on text-messaging activities
and m-commerce intention. The findings implied that personality traits mediated by
OSL can be applied to study IT-based adoption behaviors. Consumer behavior research
has looked at the co-existence of utilitarian and hedonic aspects of consumption
INTR experience. As O’Brien (2010) demonstrated, customers experience is dependent on
22,2 both hedonic and utilitarian perception while interacting with information technology.

The importance of consumers’ emotional response

Although most studies were conducted from the utilitarian perspective and not free
from the conventional performance conception of IT use, in m-commerce, consumption
124 experience is equally vital than product/service itself. Internal imagery and emotions
can be aroused by external multiple sensory modalities including sounds, tactile
impressions and visual images (Holbrook and Hirschman, 1982a). From an experiential
perspective, Holbrook and Hirschman (1982b) have introduced, defined and linked
constructs of multisensory experience, fantasy imagery and emotive response to
various consumption processes. The logic flow models of consumer behavior proposed
by Holbrook and Hirschman (1982b) is situated with the Stimulus-Organism-Response
(S-O-R) framework of environmental psychology (Mehrabian and Russell, 1974). The
S-O-R suggests that the stimulus (various environmental and consumer inputs) are
proposed by an intervening response system (organism) that may result in their
behaviors (response) such as usage, consumption experience and activity (Koo and Ju,
2010).
A large number of S-O-R-based empirical studies in marketing overwhelmingly
supported a positive relationship between emotional response (e.g. enjoyment, pleasure
and arousal) and several approach behaviors, such as post adoption behavior,
intention, purchase, consultation, search on other web sites and re-visit (Choi et al.,
2011; Ko et al., 2009; Koo and Ju, 2010; Wang et al., 2011).
In the IS literatures, several studies have found empirical evidence supporting the
relationship between some emotional response, such as flow, perceived enjoyment,
liking, joy, pride, dislike, frustration and fear, impacted user behavior (Éthier et al.,
2006; Liu and Li, 2011; Sánchez-Franco and Roldán, 2005).
This implies whether those m-commerce services can bring emotional arousal, such
as excitement and joyfulness, may be equally important or even more. Davis (2010)
conducted a case study to examine the three key factors related to consumers’ fun
experience in the consumption of m-commerce services: self-related content, social
orientation and self orientation. The result has shown that the m-commerce consumer’s
consumption experience of fun arises when there is an interactive experience, free
expression, and arises by reducing task repetition and increasing productivity (Davis,
2010).
However, former research has focused mainly on the traditional and online
shopping environment, which has inherent experiential dimensions (Novak et al.,
2003). This study diverges from this trend by concentrating on the experiential aspect
of m-commerce and examining the role of emotion in the mobile consumption
experience.

Research model and hypotheses

The need of understanding consumers’ consumption experience from emotional
perspectives leads us to the S-O-R framework. Within the field of consumer behavior
study, S-O-R framework was widely used, which defines the relationship between
environmental or consumer inputs and behavioral response. Figure 1 shows the
integration of Holbrook and Hirschman’s model (1982b) components within the S-O-R
 Consumption
experience of
mobile commerce

125

Figure 1.
Stimulus-organism-
response framework
INTR framework proposed by Mehrabian and Russell (1974) with the contrast between
22,2 information processing and experiential view. Theoretical foundations for the current
model are based on the integration framework from experiential view. A discussion of
each component with the framework follows.
The organism of consumer behavior is understood from two perspectives:
information process view and experiential view. The former is more about rational
126 choice and the latter is more about irrational buying needs and the latter is more
related to the process and hedonistic motivation (Holbrook and Hirschman, 1982b;
Sánchez-Franco and Roldán, 2005). Since mobile device may be used both functionally
and hedonically, we explore user behavior in relation to both utilitarian and hedonic
aspects and put more emphasis on the experiential aspect of mobile commerce services.

Environmental and consumer inputs (stimulus)

The stimuli in the S-O-R framework are the starting point of consumer’s intervening
response system within consumption environment. A set of attributes examined with
potential to affect the consumers’ cognitive/affective process vary by type of
consumption environment (e.g. traditional channels, internet, and mobile
communication channels). To explore the experiential aspects of m-commerce
service, the nature of mobility is the key as well as the difficulty of the current study.
As one outcome of the information ear, the strong mobility of mobile phone brings
great convenience to our life, with which people can obtain mobile commerce service
anywhere and anytime. If have need, consumers can express and share information
with friends or transact via mobile communications.
Convenience, the flexibility, accessibility and instant connectivity provided by
mobile devices, has been identified as one of the most important factors in the success
of mobile commerce (Kim et al., 2010; Xu and Gutierrez, 2006). Greater convenience
means user could spend less time and effort to gain more utility during usage (Gupta
and Kim, 2007). Convenience can be defined as consumers’ perceptions of the time and
effort involved in using the mobile device (Berry et al., 2002). It is reasonable to assume
that for the same service, customers would prefer whichever mobile device offers the
greater convenience. However, most of the aforementioned researches are conducted
from a utilitarian perspective and explore the relationship between convenience and
utilitarian perception such as PU and PEU, and little study has examined the effect of
convenience on consumer’s emotional response. Using mobile device costs users’
mental and physical energy, such as operating keypad, and surfing a mobile web site.
If the keypad is insensitive or the web site is very slow, users may feel impatient or
even annoyed. Emotions, like pleasure, will increase when time and effort are saved.
Therefore, in this study, we include convenience in our model, which is expected to
bring great positive effect on feeling and emotion towards mobile device:
H1. Convenience has a positive effect on emotion during mobile device usage.
One advantage of mobile phone is that it enables people to communicate over long
distance in various ways (e.g. voice call, e-mail, text message). Users can freely choose
communication way in desired degree of media richness, which may have different
impacts on the users’ perception, appreciation, or level of satisfaction (Newberry, 2001).
In situations that messages containing equivocality, it is important to use richer
communications media (Daft and Lengel, 1984), such as video call. While leaner media
types can sometimes offer more efficiency than richer ones, in situations that messages Consumption
were unequivocal (Daft and Lengel, 1984), such as text message. Therefore, one should experience of
choose the media type that offers the greatest efficiency and the greatest opportunity
for the intended message to be conveyed accurately (Carlson and Zmud, 1999). Thus, mobile commerce
users could well transmit their information, including feelings and emotions, via
mobile phone and get appropriate feedback mutually.
Meanwhile, the empirical evidence was also provided by Brunelle (2009), whose 127
article introduced media richness into an integrated model of consumers’ intentions to
shop online and shown that media richness plays a significant role on the web.
Therefore, we included media richness as another environmental inputs factor that
enters a consumer’s cognition/affection and arouse him/her into action. Media richness is
defined as the ability of a medium to carry information (Trevino et al., 1987). According
to Daft and Lengel’s theory (1984), media richness is the ability of the media to:
.
relay immediate feedback;
.
provide feedback cues such as body language;
.
allow the message to be created or altered specifically for an intended recipient;
and
.
transmit the feelings or emotions of the communicators.

From the definition, it can be observed that media richness is different from
convenience in that the latter is from a utilitarian perspective while the former reflects
more feelings and emotions of consumers. New technology on mobility brings impacts
on the quality or nature of communications between people, which enriches their
mobile life and increase pleasure and excitement during usage. As Davis (2010)
demonstrated, the consumer’s consumption experience of fun arises when there is the
need to communicate, seek information and be entertained ubiquitously. In this study,
media richness is expected to be one of the hedonic factors preceding the emotion:
H2. Media richness has a positive effect on emotion during mobile device usage.
As to the aspect of social influence, according to the Theory of Planned Behavior
(TPB), subjective norms is included as a determinant of behavioral intention, as well as
attitude, and perceived behavioral components (Taylor and Todd, 1995). By examining
students’ usage of a computing resource facility over a period of time, Taylor and Todd
(1995) find subjective norms has a significant influence on behavioral intention.
Subjective norms is defined as the person’s perception that relevant individuals or
groups think he should perform or not perform a behavior (Fishbein and Ajzen, 1975).
An individual may gain a satisfying experience if his/her friends think his/her
handheld phone suits him/her. Comparing to TAM, TPB emphasizes the power of
subjective norms. It maintains people in a society would be affected by other groups,
especially the crucial mass. In the context of WAP services, Hung and Chang (2005)
proposed a model comparison among three competing theoretical models (TAM, TPB,
Decomposed TPB model) for explaining user acceptance. The study found TPB and
decomposed TPB were superior to TAM in terms of their ability to explain user
acceptance of WAP services, and the actual use of WAP services was determined
mainly by attitude and subjective norms rather than perceived behavioral control
when applying TPB (Hung and Chang, 2005).
INTR Previous studies usually regard subjective norm as a utilitarian factor, which affects
22,2 people’s attitude, thus affects their behavioral intention. However, with highly
interactive services like m-commerce, subjective norm is an essential determinant of
perceived enjoyment due to network effects (Dickinger et al., 2008). Consumer can also
experience fun or other related emotion through various interaction (Isomursu et al.,
2007), including interactivity with entertainment-related content, diverse
128 communication channels and social interactions (Davis, 2010). With the ubiquitous
of social networking medium, users can gain social value by express and influence
peers. From an experiential view, this study desires subjective norms to be a hedonic
factor, which could affect their consumption experience by the process of social
interaction. It is more enjoyable to use m-commerce service if most of one’s friends are
also available via mobile phone:
H3. Subjective norms have a positive effect on emotion during mobile device
usage.
In terms of individual difference within consumer inputs, one of the variables received
researchers’ attention is self-efficacy. Luarn and Lin (2005) studied the relationship
between self-efficacy and individual response to information technology. According to
Bandura’s Social Cognitive Theory (1997), self-efficacy is defined as the belief that one
is capable of succeeding in attaining certain goals. Self-efficacy is believed to affect
one’s thought patterns and emotional reactions, especially to regulate emotional states
when experiencing in threatening or difficult situations (Bandura, 1997). Users with
higher self-efficacy tend to experience more kinds of communication media and
function, while users with lower self-efficacy may be confined in few operations. The
more mobile service users experience, the more fun and sense of satisfaction they’re
likely to have. Empirical evidence of a causal link between self-efficacy and behavioral
intention, which is mediated by utilitarian perceptions (perceived ease of use and
perceived usefulness), has shown in context of wireless finance (Luarn and Lin, 2005)
and WAP services (Hung and Chang, 2005). Therefore, self-efficacy is involved into our
study to explain the usage of technology or intention to use as another utilitarian
factor:
H4. Self-efficacy has a positive effect on emotion during mobile device usage.

Emotional response (organism)

In terms of organism, it is the intervening internal process in which consumer converts
the stimuli into cognitive perception or affective emotion. Apart from the attitude (like
or dislike of a particular brand) and the preference (the rank relative to other brands),
which are emphasized in the information processing perspective, diverse emotions like
love, hate, fear, joy, boredom, anxiety, pride, anger, disgust, sadness, sympathy, lust
etc. play an important role as aspect of affect (Holbrook and Hirschman, 1982b). The
works of emotion theorists have produced four major theories in psychology (Huang,
2001): differential emotions theory (Izard, 1977), circular model of emotion (Plutchik,
1980), pleasure-arousal-dominance (PAD) model of affect (Mehrabian and Russell,
1974), and positive and negative affect schedule (PANAS) (Watson and Tellegen, 1985).
This paper adopts the PAD paradigm with two dimensions: pleasure and arousal.
Pleasure is defined as “the degree to which a person feels good, joyful, or happy” and
arousal is defined as “the degree to which a person feels excited, stimulated, alert or
active” (Mehrabian and Russell, 1974). The reasons are as follows. The PAD paradigm Consumption
has been implemented frequently in the study of the environmental or consumer inputs experience of
on emotions (Björk, 2010; Éthier et al., 2006; Koo and Ju, 2010; Lee and Yi, 2008).
However, some researchers suggested that dominance can be excluded as a component mobile commerce
of emotion states in the subsequent consumer behavior studies, since pleasure and
arousal can adequately capture the range of appropriate emotional responses (Russell,
1979; Koo and Ju, 2010). Furthermore, pleasure and arousal are seen as the major 129
motivations for experientially-oriented consumers (Holbrook and Hirschman, 1982b).
Consumption emotion refers to “a set of emotional response elicited specially during
product usage or consumption experience” (Gupta and Kim, 2007). Consumers’
emotional response (e.g. pleasure) can influence the intention to use product or the
experience on using. People tend to do repeat behaviors from their past positive
experience, thus, if they gains positive affect from m-commerce service, users will
intend to use the service continuously and more frequently. Evidence shows emotion
has an important role in the adoption and usage of technology. With network
externalities, perceived enjoyment is an important antecedent for the adoption of
technology (Dickinger et al., 2008). Individual playfulness has a positive effect on the
individual’s OSL and exploratory usages of mobile devices (Mahatanankoon, 2007).
Wakefield and Whitten (2006) found that playfulness will generate positive feelings
that drive usage behavior. Consequently, previous literature has provided the
theoretical and empirical support for relationship between emotion and consumption
experience:
H5. Emotion has a positive effect on consumption experience.

Consumption experience (response)

The response, the final component of S-O-R framework, refers to the result of the
internal processes of the organism, including outcome or action toward or reaction of
consumers. These are reflected by intention to use, activities involved in consumption,
and mental events surrounding the act of consumption (Holbrook and Hirschman,
1982b). First, Instead of actual behavior, behavior intentions such as future patronage
intention (Mathwick et al., 2001), intention to revisit the site (Demangeot and Broderick,
2007), impulsive buying intention (Lee and Yi, 2008), and word of mouth behavioral
intention (Joseph-Mathews et al., 2009), have been explored. Second, activities involved
in consumption have been operationalized as a measure of approach behavior, for
example, amount of time and money spent, returning and exploration (Donovan and
Rossiter, 1982). Third, the experiential view emphasizes the mental events surrounding
the act of consumption (Holbrook and Hirschman, 1982b), such as, satisfaction
(Morrison et al., 2011) and loyalty (Yun and Good, 2007). The entertaining-, arts-, and
leisure-related offerings of consumption call attention to the experiences when actually
consuming it (Holbrook and Hirschman, 1982b). The current study focuses on the
experiential aspects of mobile commerce and experience the fun through various
approaches of interaction.
In conclusion, applying the S-O-R framework from the experiential view shown in
the Figure 1, the current research model depicted in Figure 2 is developed to examine
several utilitarian and hedonic factors toward consumption experience. It illustrates
the relationships among six variables (Convenience, media richness, subjective norms,
self-efficacy, emotion, and consumption experience) in a mobile commerce context.
INTR
22,2

130

Figure 2.
Research model

In this model, emotion is assumed to be influenced by convenience (H1), media richness

(H2), subjective norms (H3), self-efficacy (H4). In addition, emotion is assumed to
influence consumption experience (H5). Estimates for the structural model for
consumption experience were based on five hypotheses.

Methodology
Measurements
The self-administered questionnaire included six variables. The survey instrument
was developed by adopting existing validated questions wherever possible. Some
items were self-developed for more accurate fit between the instrument and the context
of the research. Five items for convenience were adopted from Gupta and Kim (2007)
and Kim et al. (2010). Four items for media richness were adopted from Daft and Lengel
(1986) and Brunelle (2009). Four items for subjective norms were adopted from Yu et al.
(2004) and Hung and Chang (2005). Four items for self-efficacy were adopted from
Luarn and Lin (2005) and from Hung and Chang (2005). Five items for emotion were
adopted from Donovan and Rossiter (1982), Eroglu et al. (2001, 2003), and Voss et al.
(2003). According to Holbrook and Hirschman (1982b), consumption experience was
consisted of three aspects: intention to use, activities involved in consumption, and
mental events surrounding the act of consumption, thus four items was developed,
such as “I will use m-commerce service more frequently”. The variables were measured
on a five-point Likert scale (1 ¼ strongly disagree, 5 ¼ strongly agree). The
questionnaire’s constructs, items and sources in each are shown in Table I.

Sampling and data collection

The sample was 90 percent college students at one university in a southeast city in
China and 10 percent people-at-work aged 25 to 35. It is acknowledged that using
students as major sample makes it difficult to be able to generalize the findings.
However, given the study as performed investigates emotional response supported in
prior IS research and antecedents (e. g. self-efficacy) that are individualistic rather than
 Consumption
Construct Items Sources
experience of
Convenience M-commerce service is convenient because: Gupta and Kim, 2007; mobile commerce
it saves me time Kim et al., 2010
it minimizes my effort
I can use it anytime
I can use it anywhere 131
the phone is usually with me
Media richness M-commerce service allows me to: Brunelle, 2009; Daft and
get and receive timely feedback Lengel, 1986
tailor the messages/information exchanged
communicate a variety of different cues (such as
emotional tone or attitude)
use rich and varied communication channels
Subjective norms I would use m-commerce service if: Hung and Chang, 2005;
my friends use it Yu et al. (2004)
my family uses it
prestigious people (such as celebrity, experts)
use it
mass media report its popularity
Self-efficacy I could conduct my m-commerce services Hung and Chang, 2005;
successfully if: Luarn and Lin, 2005
I am (expect to become) proficient in using the
mobile device for service requirement
I feel confident in using the mobile device for
service requirement
I would be able to overcome the hints during the
mobile device usage
I had used a similar system before
Emotion Using m-commerce services is: Donovan and Rossiter, 1982
happy-unhappy Eroglu et al., 2001; Eroglu
pleased-annoyed et al., 2003; Voss et al., 2003
free-restricted
wide awake-sleepy
excited-calm
Consumption In the future, I will: Holbrook and Hirschman,
experience invest more time on m-commerce service 1982b
invest more money on m-commerce service Table I.
keep use of m-commerce service Constructs, items and
frequently use m-commerce service sources

group based, such practice is acceptable in the field (Wakefield and Whitten, 2006). In
addition, young consumers are heavy mobile users and they are more likely to pursue
the experiential aspect of the mobile commerce than other age groups. Note that young
users aged 18-24 typically form proportionately largest group in China’s mobile
internet market (49.2 percent), according to a recent report (iResearch Consulting
Group, 2011b). The questionnaire was administered in study classrooms, library or via
e-mail. Usable data were obtained from 293 respondents who represented 51 percent
female and 49 percent male people.
INTR Data analysis
22,2 The measurement model and structural model was examined by LISREL 8.7. The
measurement model assessed how the latent variables (Convenience, media richness,
subjective norms, self-efficacy, emotion, and consumption experience) were measured
for the observed indicators (e.g. CVN, MDR, SN, SFE, EM, and BH). The structural
model applied the relationships among these latent variables to test the hypothesis (see
132 Figure 2). The overall fit of the model was assessed by root mean square error of
approximation (RMSEA), goodness-of-fit index (GFI), adjusted goodness-of-fit index
(AGFI), comparative fit index (CFI), normed fit index (NFI), incremental fit index (IFI),
and the non-normed fit index (NNFI).

Results
Measurement model
In the structural model presented in Figure 2, there are one dependent variable –
consumption experience (BH) – and five antecedents – convenience (CVN), media
richness (MDR), subjective norms (SCN), self-efficacy (SFE), and emotion (EM). Some of
the questionnaire items are newly developed in current study, therefore, the measures
are not reliable enough and the quality needs a first specification before proceeding to
the estimation of structural model (Baumgartner and Homburg, 1996). To investigate
the validity of the proposed measurement model, two competing models were
considered and analyzed and then compared with the hypothesized one. Item MDR1
was deleted in the first competing model and item MDR1 and SFE4 were deleted in the
second competing model. Table II displays the comparative fit index for the competing
models, suggesting that the second competing model was significantly better in
models’ goodness of fit. The x 2/d.f., RMSEA, GFI, AGFI, NFI, NNFI, CFI and IFI were
all in the acceptable level.
The final estimated measurement model presented in Table I consisted of five
observed variables (EM1, EM2, EM3, EM4, EM5) for emotion, four observed variables
(BH1, BH2, BH3, BH4) for consumption experience, five observed variables (CVN1,
CVN2, CVN3, CVN4, CVN5) for convenience, three observed variables (MDR2, MDR3,
MDR4) for media richness, three observed variables (SFE1, SFE2, SFE3) for
self-efficacy, and four observed variables (SCN1, SCN2, SCN3, SCN4) for subjective
norms. Overall, the coefficients of factor loading on the latent constructs ranged from
0.44 to 0.76 and all paths were significant. Besides, error variances of all constructs
were positive, suggesting a good preliminary fit of the measurement (see Tables III-V).

Comparative fit indexes Proposed model First competing model Second competing model
2
x /d.f. 2.395 1.67 1.37
RMSEA 0.069 0.048 0.34
GFI 0.86 0.90 0.90
AGFI 0.82 0.87 0.88
NFI 0.92 0.95 0.95
NNFI 0.94 0.97 0.98
Table II. CFI 0.95 0.98 0.98
Models comparison IFI 0.95 0.98 0.98
The reliabilities of each latent variable and overall measurement were measured by Consumption
Cronbach’s alpha. The Cronbach’s alpha of the latent variables ranged from 0.808 to experience of
0.911 with an overall alpha being 0.959 and exceed the suggested minimum cut-off 0f
0.7. Confirmatory factor shows good fit between the data and the construct of scale. mobile commerce
The composite reliability (CR) from all the constructs ranged from 0.808 to 0.898,
exceeding the recommended 0.8 criterion. The average variance extracted (AVE) of
each latent factor ranged from 0.535 to 0.747, more than the recommended value of 0.5, 133
suggesting that the constructs are distinct. Besides, the x 2/d.f. was 1.37 and the
RMSEA was 0.034, being below the desired maximum cut-off of 2 and 0.08 respectively
(see Table VI). Accordingly, the measurement model was valid and reliable.

Structural model
The fit indices for the mobile device user structural model suggested an excellent fit.
The RMSEA was 0.043 and the x 2/d.f. was 1.542, lower than the maximum desired
cut-off of 0.05 and 2 respectively. The 90 percent confidence interval for RMSEA was
0.052, being below the desired maximum cut-off of 0.08. The p-value for test of close fit
(RMSEA , 0.05) was 0.90, higher than the desired minimum cut-off of 0.50. The GFI

Emotion Consumption experience

Item EM1 EM2 EM3 EM4 EM5 BH1 BH2 BH3 BH4
Table III.
Loading 0.58 0.64 0.56 0.72 0.56 0.51 0.51 0.67 0.66 Items loading and error
Error variance 0.3 0.19 0.24 0.14 0.19 0.34 0.34 0.27 0.27 variance

Convenience Media richness

Item CVN1 CVN 2 CVN 3 CVN 4 CVN 5 MDR2 MDR3 MDR4
Table IV.
Loading 0.48 0.44 0.7 0.67 0.61 0.57 0.63 0.48 Items loading and error
Error variance 0.43 0.56 0.16 0.14 0.17 0.2 0.19 0.28 variance

Self-efficacy Subjective norms

Item SFE1 SFE 2 SFE 3 SCN1 SCN2 SCN3 SCN4
Table V.
Loading 0.65 0.76 0.67 0.6 0.62 0.67 0.67 Items loading and error
Error variance 0.28 0.07 0.14 0.33 0.3 0.19 0.26 variance

Consumption Media Self- Subjective Whole

Item Emotion experience Convenience richness efficacy norms measurement

Cronbach’s
alpha 0.911 0.808 0.887 0.821 0.916 0.885 0.959
CR 0.898 0.819 0.852 0.808 0.898 0.858 x2/d.f. ¼ 1.37 Table VI.
AVE 0.641 0.535 0.543 0.587 0.747 0.603 RMSEA ¼ 0.034 Reliability and validity
INTR was 0.91, and the AGFI was 0.88, both of which were above the recommended
22,2 thresholds of 0.9 and 0.8 respectively. The other fit indices were all satisfactory: the
CFI ¼ 0.98, the NFI ¼ 0.95, the IFI ¼ 0.98 and the NNFI ¼ 0.98. Consequently, these
results indicated that the structural model shown in Figure 3 adequately fitted the data.
The results confirmed the interrelationship among the six variables. This study
found that the utilitarian factors, that is, convenience (H1), and self-efficacy (H4) had
134 negative effects on emotion, while the hedonic factors, subjective norms (H3), and
media richness (H2) had significant positive effects on emotion, which explains 52
percent of the variance. Emotion (H5) had significant positive effects on consumption
experience explaining 47 percent of the variance. In addition, convenience, media
richness, subjective norms, and self-efficacy had significant effects on consumption
experience, explaining 24 percent of the variance (see Figure 3). In a word, H2, H3 and
H5 are supported while H1 and H4 are not supported. An overall summary of the
hypotheses tests are shown in Table VII.

Discussion
In this empirical study, we analyzed the effect of user’s emotional response on their
mobile consumption experience. We adopted an experiential view in mobile commerce
service and used the S-O-R framework to identify the antecedents of consumer’s inner
activities. These factors were then classified as utilitarian factors and hedonic factors

Figure 3.
Structural model for
consumption experience

Hypothesis Estimates Standardized solution t-value Result

ns
H1 CVN -. EM 20.13 20.013 2 1.41 Not supported
H2 MDR -. EM 0.46 0.47 4.07 * Supported
H3 SN -. EM 0.52 0.52 6.94 * Supported
H4 SFE -. EM 20.2 20.2 2 2.79 * Not supported
H4 EM -. BH 0.81 0.69 8.9 * Supported
Table VII.
Hypotheses test Notes: ns ¼ not significant, *p , 0.01
based on their motivation to consume via mobile devices. Afterward, the result Consumption
confirmed the significant role of emotional response in the intervening process between experience of
environmental and consumer inputs and positive actions/intentions.
Moreover, among these factors, hedonic factors such as media richness and subjective mobile commerce
norms have significant positive effects on consumption experience, which emphasizes
the demand for IT innovation in mobile device based communication and the externality
of mobile data services. However, utilitarian factors such as convenience and 135
self-efficacy have the negative effect on consumer’s experience of pleasure or arousal.
Empirical findings also indicated that media richness was as important as
subjective norms, and more important than convenience and self-efficacy. The results
showed media richness had a significant positive effect on consumption experience,
which is in accord with the empirical results in the online purchase process research
(Brunelle, 2009). As the 3G era, people are able to have face to face talking in different
areas and choose from communication media with desired degree of information
richness. Therefore, feelings and emotions can be conveyed passing the space, as well
as information. Not only the adoption of new media, but also the rich kinds of
communication tools can generate excitement and joy during usage (Davis, 2010). This
study offered a different view of media richness in the information and communication
technology research.

Conclusion
In conclusion to this, this study has presented a theoretical and empirical study of the
experiential aspect of mobile commerce and integrated both hedonic and utilitarian
factors into S-O-R model. The results of current study have certain contributions.
For academics, this study has three significant theoretical implications. First, this
study contributes to the literature by proving the validity and meaningfulness of the
S-O-R framework from an experiential view for explanation of consumers’ behavior.
The findings support previous research reports (Demangeot and Broderick, 2007; Koo
and Ju, 2010; Morrison et al., 2011) also showed that pleasure and arousal dimensions of
emotion have a positive impact on consumers’ activity, intention or other reaction
related to actual purchase. This study guides directions for future research regarding
the experiential aspect of m-commerce services.
Second, this study contributes to the extant literature by investigating a comparison
between the information processing (utilitarian) view and the experiential (hedonic)
view of consumer behavior. It was interesting to find that, the hedonic factors are
positive related to emotion, thus to effect consumption experience, whereas the
utilitarian factors are negative related. The negative effect of utilitarian factors is not
unexpected, because there is often a gap between rational thinking and emotional
response. Note that the emotion measured in the current study is positively related, we
tentatively interpret this to the utilitarian factors may be related to the consumers’
negative emotion. For example, the problematic environment of m-commerce may
invoke negative emotion, say, an unstable mobile internet or the limited input buttons,
displays, battery power, and memory of mobile phone (Lu and Su, 2009). The absence
of utilitarian factors may lead to increase in unhappiness or dissatisfaction (McFarland
and Hamilton, 2006; Lu and Su, 2009).
Third, this study also contributes to the existing literature by identifying media
richness as an environmental input. This finding is similar to that of Liu et al. (2009), who
INTR has found that richer media interface, such as text-audio-video presentation, can promote
22,2 higher level of flow during e-learning. Consumers’ perception of the richness of mobile
system will have to be considered when innovative need arises. For example, consumers
prefer channels that offer tailored messages/information that best corresponds to what
they desire or with rich and varied ways of communication. These findings open up a
new way of explain consumers’ experience to use m-commerce service.
136 Besides the implications on research, the study yields two important practical
managerial implications. First, the findings suggested that managers and practitioners
should concentrate on evoking positive emotions of their customers, such as pleasure
and arousal. Pleasure is more likely to be the key to building relationships, with the
technology itself and with others. Most of successful commercial cases have been
benefit from word of mouth, for example, the success of Facebook. To enhance the
consumer’s emotion experience of pleasure, attention should be paid on the
communication process between humans.
The second implication for this study in mobile commerce industry is the emphasis
of information technology and service content. M-commerce appeals to a large group of
individuals by delivering great time and place flexibility to them, however, they may
feel frustrated where the adoption of mobile internet is hindered by numerous factors
including the capability of mobile device, the structure assurance of mobile
telecommunication network, and interface issues (Lu and Su, 2009). Mobile devices are
about saving time, varying location, and convenience. Basic call function or means of
communication are good enough to satisfy customers thus it is advisable to add rich
information (e.g. interesting expression and picture) or convenient input method in the
text editing and improve the infrastructure construction (e.g. wireless terminal
equipment).

Limitation and future study

The limitations of this research are mainly on the sample and research method. First,
the use of a sample with a majority of university students present constraints in that
the findings may not be reproducible with other populations. Second, we study mobile
commerce as a whole, regardless of classification between hedonic services and
utilitarian functions. Third, we conducted the survey focused on users’ perception
rather than their actual behavior, regardless of the subjectivity of data.
For future study, comparative study among different respondents’ categories is
expected. For example, it would be interesting to survey between younger and
educated users and older and less-educated ones. Besides, demographic factors like
gender and age, which may bias the result, can be involved into study. Last but not
least, additional variables, which can improve the explanatory ability to usage
experience, should be added into the model. It would also be interesting to study more
hedonic factors, such as appearance of mobile device, on theories in marketing,
consumer behavior and psychology.

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About the authors

Min Li is a Master’s student in the Department of Management Science and Engineering,
Shanghai Jiao Tong University, Shanghai, China. She obtained her Bachelor of Business
Administration degree from Zhejiang University, Hangzhou, China. Her current research
interests include mobile service, IT adoption and consumer behavior in IS usage.
Z.Y. Dong is currently an Associate Professor at the Department of Management Science and
Engineering, Shanghai Jiao Tong University, Shanghai, China. His current research focuses on
technological innovation management, credit management and foreign investment and risk
management.
Xi Chen is an Associate Professor of Information Systems at the School of Management,
Zhejiang University, China. He obtained his BS (Management Information Systems) from Fudan
University, MS (Information Systems) from National University of Singapore, and PhD Consumption
(Information Systems) from the University of Hong Kong. His research interests are in the areas
of data mining, mobile services, and churn management. His research has appeared or is experience of
forthcoming in Decision Support Systems, European Journal of Operational Research, Journal of mobile commerce
Organizational Computing and Electronic Commerce, Journal of the American Society for
Information Science and Technology, Electronic Commerce Research and Applications, and in the
proceedings of several international conferences. Xi Chen is the corresponding author and can be
contacted at: tigychen@gmail.com 141

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