The Expansion Path and Strategy of Mobile Shopping User Group based on Customer Cognition and Customer Emotion

DOI

10.2991/emcs-16.2016.375How to use a DOI?

Keywords

Mobile shopping; Customer cognition; Customer emotion; Competitive advantage; Expansion path

Abstract

In the era of the user is king, expanding the user base of mobile shopping has become a business access to key first-mover advantage. Only through the good emotional reaction of the customer's mobile shopping process could we convert customer cognition to use intention of mobile shopping. This paper analyzes the influence path of customer cognition on the use intention of mobile shopping to propose the user expansion path of mobile shopping. Thus, proposes mobile shopping user expansion path from the customer cognition and customer emotion, in order to provide information and reference for the business practices.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Qiuyan He
AU  - Daoyi Li
PY  - 2016/01
DA  - 2016/01
TI  - The Expansion Path and Strategy of Mobile Shopping User Group based on Customer Cognition and Customer Emotion
BT  - Proceedings of the 2016 International Conference on Education, Management, Computer and Society
PB  - Atlantis Press
SP  - 1496
EP  - 1499
SN  - 2352-538X
UR  - https://doi.org/10.2991/emcs-16.2016.375
DO  - 10.2991/emcs-16.2016.375
ID  - He2016/01
ER  -