Research on the influencing factors of human computer interaction on consumers' impulsive mobile shopping intention

Abstract

Artificial intelligence technology and big data are widely used in mobile shopping, and the impact of human-computer interaction on consumer behavior has also received widespread attention from scholars. This study is based on the SOR(stimuliorganism-response) theory and proposes a theoretical model of human-computer interaction influencing consumers' impulsive mobile shopping intention, and conducts a questionnaire survey and empirical study on 279 mobile shopping consumers. The study finds that perceived personalization, perceived responsiveness, and perceived enjoyment have a positive effect on flow experience and consumers' impulsive mobile shopping intention; flow experience plays a mediating role in the relationship between perceived personalization, perceived responsiveness, perceived enjoyment and consumers' impulsive mobile shopping intention; and the mediating effect between perceived personalization, perceived responsiveness, perceived enjoyment and consumers' impulsive mobile shopping intention is still significant under the moderation of psychological resistance.