Kontexteffekte im mobilen Konsumentenverhalten: Test der Affekt- und Regulationsfokustheorie bei Einkaufs- und Investitionsentscheidungen
Zusammenfassung der Projektergebnisse
This research project explored the relationship between environmental context and mobile consumer behavior. As consumers increasingly rely on mobile devices to gather information about products and retailers—both online and offline—their behavior in search and purchase situations is shaped not only by the digital information they receive but also by their situational context, including the physical and social environment. Across several work packages, we found that situational context significantly influences consumers' search and purchase behavior when using mobile devices. To investigate this, we employed both secondary data from commercial mobile applications and physical retail environments, as well as primary data from mobile behavioral experiments. By combining information on store and consumer locations with consumer choices, we were able to analyze how environmental contexts affect consumer preferences. In-store location data allowed us to assess the level of social exposure for each participant by observing the presence and behavior of others in the store at the same time. In the second phase of the project, we examined psychological mechanisms that mediate the influence of environmental context on mobile consumer behavior, with a particular focus on investment decisions. Specifically, we investigated the effect of crowded environments on retail investor behavior through a series of experiments. Additionally, we used secondary data and an online experiment to analyze the impact of weather and device type on trading behavior.
Projektbezogene Publikationen (Auswahl)
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“The Interplay of Retargeting and Location Revisits in Location-Based Advertising”, Proceedings of the 40th International Conference on Information Systems (ICIS 2019), December 2019, Munich
Molitor, Dominik, Zubcsek, Peter Pal, Spann, Martin & Reichhart, Philipp
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Effectiveness of Location-Based Advertising and the Impact of Interface Design. Journal of Management Information Systems, 37(2), 431-456.
Molitor, Dominik; Spann, Martin; Ghose, Anindya & Reichhart, Philipp
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"Predicting Store Closures Using Urban Mobility Data and Network Analysis" (2021). ICIS 2021 Proceedings. 16
Shoshani, Tal, Zubcsek, Peter Pal & Reichman, Shachar
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Balancing Consumer Privacy with Marketing Insights in Mobile Location Data. MSI WP 22-102
Shoshani, T., Zubcsek, P. P. & Schweidel, D. A.
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Analyzing Purchase Decisions Using Dynamic Location Data. Journal of Interactive Marketing, 59(1), 1-18.
Shoshani, Tal; Zubcsek, Peter Pal & Reichman, Shachar
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Digitizing local search: An empirical analysis of mobile search behavior in offline shopping. Decision Support Systems, 174, 114018.
Molitor, Dominik; Daurer, Stephan; Spann, Martin & Manchanda, Puneet
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How observation of other shoppers increases the in-store use of mobile technology. Journal of Retailing and Consumer Services, 77, 103694.
Darvasi, Gábor; Spann, Martin & Zubcsek, Peter Pal
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Social platform use and psychological well‐being. Journal of Consumer Psychology, 35(3), 463-474.
Crolic, Cammy; Zubcsek, Peter Pal; Stephen, Andrew T. & Brooks, Gillian
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Does Location Familiarity Increase Response to Mobile Ads?. Journal of Interactive Marketing, 60(2), 180-195.
Molitor, Dominik; Zubcsek, Peter Pal; Spann, Martin & Reichhart, Philipp
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Investing on the Go: How Contextual Factors Shape Mobile Investment Choices. Elsevier BV.
Engel, Pauline; Pundak, Chen; Spann, Martin & Zubcsek, Peter Pal
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Mobile Push vs. Pull Targeting and Geo-Conquesting. Information Systems Research, 36(1), 184-201.
Molitor, Dominik; Spann, Martin; Ghose, Anindya & Reichhart, Philipp
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Weathering the Markets: The Impact of Weather & Device Type on Retail Investor Trading Behavior. Elsevier BV.
Engel, Pauline; Spann, Martin & Zubcsek, Peter Pal
