Factors Influencing Consumption Experience of Mobile Device: a Study from Experiential View

Among the large number of studies on adoption of mobile commerce, the major research perspective is the utilitarian factors. In this study, we interpreted consumers’ consumption experience of handphones from an experiential view of the intervening response system which focuses on hedonic factors of customers. We studied the following research questions. First, whether hedonic factors (e.g. subjective norms) and utilitarian factors (e.g. convenience), are positively related to emotional factors. Second, whether emotional factors are positively related to customers’ consumption experience of mobile device. A survey study was conducted to collect data from 293 mobile phone users. The results of this research implied that hedonic factors performed a positive effect on the consumption experience, while the utilitarian factors had a negative effect on the consumption experience of consumers.