Consumer processing of mobile online stores: Sources and effects of processing fluency

Volume: 36, Pages: 137 - 147
Published: May 1, 2017
Abstract
This research explores the role of processing fluency perceptions in consumer experiences of mobile online shopping. Processing fluency refers to the ease with which information is processed, and plays a pivotal role in the short, interactive sessions that characterize interactions with mobile devices. The findings from two empirical studies suggest that perceived visual complexity reduces fluency perceptions, while perceived visual congruence...
Paper Details
Title
Consumer processing of mobile online stores: Sources and effects of processing fluency
Published Date
May 1, 2017
Volume
36
Pages
137 - 147
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