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.
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.
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.
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.
