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The antecedents and effects of consumers' active coping in B2C mobile shopping in China

The unprecedented proliferation of mobile technology has greatly enabled the B2C electronic commerce retailers to extend their businesses to the mobile platform. To attract potential consumers, most B2C retailers heavily rely on special promotions at the mobile platform at the current stage, which is proved to be very effective but it is unknown whether it can encourage consumers to use the mobile platform continuously. Motivated by the theoretical gap and practical salience of this question, we rely on the mobile commerce, coping theory and consumer psychology literature to propose a research model which highlights the critical role of active coping in dealing with the unfamiliar or different mobile shopping method and procedure and certain important consumer characteristics and cognitions that are beneficial or harmful to their active coping efforts. Eventually our research model depicts the factors that are influential to consumers' continuous use of mobile shopping platform and the inherent mechanism that is particularly associated with the current context. A longitudinal field experiment was conducted to test the research hypotheses. Results suggest that consumer's perceived active coping influences continuous use intention through higher level of satisfaction with task outcome and task process. Perceived active coping is influenced by maximizing tendency and expected fit of mobile technology. Implications and limitations are discussed to conclude this paper.