Multifactor synergistic influence of data intelligence on consumer mobile shopping

Abstract

AbstractData intelligence (DI) is constantly influencing consumers. According to the theory of environmental psychology model, when consumers are stimulated by enterprise DI in mobile shopping, they can easily transform emotional reactions into corresponding behaviors. Based on this theory, this research adopts a hybrid method combining qualitative interview and fuzzy set qualitative comparative analysis (fsQCA) to explore the multifactor synergistic effects of DI factors on consumer emotions and mobile shopping intentions. Study 1 extracts five DI factors through qualitative study using NVivo software. All but one of the five DI factors had strong effects on consumer emotions. Study 2 uses the fsQCA method to analyze large‐sample survey data, revealing four configurations of DI factors that trigger positive consumer emotions and three that trigger mobile shopping intentions. The presence of intelligent search, intelligent recommendations, and intelligent logistics are the core conditions that trigger positive consumer emotions and mobile shopping intentions, while the presence or absence of intelligent customer service and intelligent pricing trigger positive consumer emotions and mobile shopping intentions. The research results supplement the existing theories and provide practical guidance for enterprises in DI stimulus design and government in DI environment construction.