Personalization in Mobile Shopping Apps: A Cognitive and Emotional Analysis of Consumer Purchase Behavior
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Mobile shopping applications have become an integral part of modern society’s daily lives as technology has advanced. These applications’ personalization features influence customer purchase decisions. Therefore, the purpose of this study is to investigate the effects of personalization on customer behavior, particularly on cognitive elements such as system quality, service quality, and information quality, as well as emotional ones such as pleasure, when using mobile shopping applications. Using a survey method, data were collected from active users of mobile shopping applications and analyzed using structural equation modeling(SEM). This study shows that personalization has a positive effect on cognitive and emotional assessments. The results of the study also illustrate that both cognitive and emotional aspects influence consumer purchasing behavior.
Abstract
Mobile shopping applications have become an integral part of modern society’s daily lives as technology has advanced. These applications’ personalization features influence customer purchase decisions. Therefore, the purpose of this study is to investigate the effects of personalization on customer behavior, particularly on cognitive elements such as system quality, service quality, and information quality, as well as emotional ones such as pleasure, when using mobile shopping applications. Using a survey method, data were collected from active users of mobile shopping applications and analyzed using structural equation modeling(SEM). This study shows that personalization has a positive effect on cognitive and emotional assessments. The results of the study also illustrate that both cognitive and emotional aspects influence consumer purchasing behavior.
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