Posted: April 24th, 2025

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After reading the journal article entitled The Effect of Mobile Marketing Design on Consumer Mobile Shopping, and Chapter 7 from the textbook and provide an overview and answer to the following discussion prompt:

1) Based on the article, what do you believe is the essential element of how mobile design influences consumer shopping?

2) What is one aspect of mobile experiences that support consumer shopping based on chapter 7?

2) Pick a mobile retail app of your choice as an example and relate it to the article. What of this mobile app design do you think this retailer does well to engage consumer shopping well? What could they do better?

Research Article
The Effect of Mobile Marketing Design on Consumer
Mobile Shopping

Junhong He , Fu Li, Zhongxiang Li, and Hongxiu Liu

School of Management, Guangdong University of Technology, Guangzhou, Guangdong 510520, China

Correspondence should be addressed to Junhong He; hjhlv@gdut.edu.cn

Received 5 February 2021; Revised 1 April 2021; Accepted 3 April 2021; Published 14 April 2021

Academic Editor: Zhihan Lv

Copyright © 2021 Junhong He et al. (is is an open access article distributed under the Creative Commons Attribution License,
which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

(e rapid popularity of mobile shopping makes people’s lives more convenient, but it also makes it easier for customers to change
providers. How to use marketing stimulus to retain customers has become an urgent concern for mobile sales companies.
However, the theoretical researches in this field are not enough. For this reason, this study used the methods of literature review
and structural equation to explore the effects of mobile marketing design factors on the continual intention of consumers in
mobile shopping by using the S-O-R model and its extended theories. (e conclusions of the research showed that interface
quality of mobile sales terminal and integrity of mobile sales terminal had significant positive impacts on consumption emotion;
sales promotion in mobile sales terminal had a significant positive impacts on continual intention of mobile shopping; con-
sumption emotion had a significant positive effect on continual intention of consumers in mobile shopping; consumption
emotion played a significant mediating role in the relationship between interface quality of mobile sales terminal and continual
intention of mobile shopping and between integrity of mobile sales terminal and continual intention of mobile shopping. (e
conclusions could not only enrich the theories of mobile shopping behavior but also provide guidance for companies to carry out
mobile marketing activities and allocate marketing resources rationally.

1. Introduction

With the continual improvement and development of
mobile terminals and mobile networks, mobile shopping ha

s

gradually become the new highlight of Chinese consump-
tion. Mobile shopping refers to consumers using mobile
phones and other mobile devices to carry on e-commerce
activities [1, 2]. By the end of Double Eleven festival in 2020,
the order volume of Tmall was 498.2 billion yuan (forward-
looking economist; the summary of the sales of major
platforms on Double 11 in 2020; sales across the network hit
a new high, and Tmall’s share is far ahead; https://baijiahao.
baidu.com/s?id�1683759770756585129&wfr�spider&for�p
c, 2021-03-29), and the total transaction volume of JD was
271.5 billion yuan. In the festival, the proportion of mobile
shoppers reached 69.31% (Huang Jiang; on Double 11 in
2020, clicks on e-commerce websites increased by 54%, and
the proportion of mobile shoppers reached 69.31%; https://
www.chinairn.com/hyzx/20201125/094959530.shtml, 2021-

03-29). (ese figures fully illustrate that the era of mobile
shopping had come.

However, with the gradual improvement in the mobile
shopping environment, although mobile shopping has been
generally adopted by consumers, many consumers still have
doubts about mobile shopping due to the influence of un-
favorable factors, such as the complicated interface in the
mobile shopping process, the unattractive nature of mobile
promotions, and the dishonesty behavior of mobile termi-
nals in companies. For those companies who carry out
mobile sales, how to encourage consumers to participate in
mobile shopping continually so that they can make more
profits is the urgent concern of many companies who sell on
the mobile terminals. On the contrary, mobile shopping
means people can shop anytime and anywhere, so con-
sumers’ consumption emotions will be more easily to be
influenced by companies’ mobile marketing stimulus and be
turned into purchase behaviors quickly.(erefore, it is more
efficient for companies to influence consumers’

Hindawi
Complexity
Volume 2021, Article ID 5571506, 10 pages
https://doi.org/10.1155/2021/5571506

mailto:hjhlv@gdut.edu.cn

https://baijiahao.baidu.com/s?id=1683759770756585129&wfr=spider&for=pc

https://baijiahao.baidu.com/s?id=1683759770756585129&wfr=spider&for=pc

https://baijiahao.baidu.com/s?id=1683759770756585129&wfr=spider&for=pc

https://www.chinairn.com/hyzx/20201125/094959530.shtml

https://www.chinairn.com/hyzx/20201125/094959530.shtml

https://orcid.org/0000-0003-4419-333

7

https://creativecommons.org/licenses/by/4.0/

https://doi.org/10.1155/2021/5571506

consumption emotions through good mobile marketing
designs to make consumers continue purchasing. However,
the existing researches have mainly used the classical
technology acceptance theories [3] (e.g., TRA, TPB, TAM,
and TAM2) to explore the influence of perceived usefulness,
perceived ease of use, and perceived pleasure on mobile
shopping adoption intention or mobile shopping intention.
In the existing research, the studies on the influencing
factors on consumers’ continual intention of mobile
shopping were slightly inadequate. What is more, the re-
searches on the effects of mobile marketing design factors
and the effects of emotions in mobile shopping were rarely
concerned in the researches.

Based on this, the study took the mobile marketing
design-consumption emotion-continual intention as a path
to explore the impact of mobile marketing design factors on
the continual intention of consumers in mobile shopping
from the perspective of emotion. (e study could com-
plement the existing researches on mobile shopping be-
haviors and consumption emotion. Firstly, the proposed
marketing stimulus variables such as interface quality of
mobile sales terminal, sales promotion in mobile sales ter-
minal, and integrity of mobile sales terminal were very
different from the variables such as perceived usefulness,
perceived ease of use, and consumer satisfaction, which were
used widely in existing researches. Secondly, this study used
the S-O-R model and its extended theory to explore the
impact of mobile marketing stimulus on mobile shopping
from the perspective of emotion, which was quite different
from the researches on mobile shopping from the per-
spective of traditional technology acceptance models.
(irdly, this study explored the factors impacting con-
sumption emotion under the mobile environment context,
which could expand the research context of consumption
emotion research.

2. Literature Review

With the evolution of e-commerce to mobile commerce,
mobile shopping is ushering in an unprecedented devel-
opment opportunity. More and more scholars have begun to
pay attention to mobile shopping. (is research used soft-
ware CiteSpace V to analyze 216 mobile shopping articles
collected from Core Collection of Web of Science database
before 2020. (e results showed that, in the past years, the
main research hot spots of mobile shopping were as follows:
mobile shopping, adoption, user acceptance, information
technology, intention, online, commerce, model, trust, and
consumer (as shown in Figure 1). It shows that consumer
behavior is an important topic of mobile shopping.

2.1. “e Research of Consumer Behavior of Mobile Shopping.
Mobile shopping behavior is a hot research topic in
mobile commerce, which has gradually appeared in im-
portant publications in recent years. Lu et al. [1] studied
the intention of consumers to use mobile shopping from
the perspective of mobile commerce. Empirical studies
showed that perceived pervasiveness, perceived

personalization, and provision of perceived context as
well as perceived risk had significant impact on con-
sumers’ intention to use mobile shopping. (e studies of
the consumer intention and behavior in mobile shopping
in recent years had been summarized and compared in
this paper (see Table 1).

Since mobile shopping is a new kind of consumer be-
havior that arises in mobile network environment, most
researchers still adopt the major technology acceptance
models and related theories to study the usage intention and
behavior of mobile shopping consumers; for example, Chen
et al. [8] combined flow into TAM to explore the mediating
effect of flow in mobile shopping intention and behavior
model. (e research showed that both perceived ease of use
and perceived usefulness had direct effects on flow and had
indirect effects on attitude and intention.

Compared to most of researches related to mobile
shopping consumer adoption behavior, the researches of
continual intention and behavior of consumers in mobile
shopping were relatively rare, and previous studies had
mainly focused on perceived usefulness, perceived ease of
use, and other variables influencing on mobile shopping
intention.(e impact of the mobile marketing design factors
which the companies could control in mobile shopping was
rarely concerned in the researches.

2.2. “e Research of Consumption Emotion and Consumer
Behavior. Consumption emotions are a series of specific
emotional reactions triggered by product consumptions
[10]. With the keyword “consumption emotion,” this re-
search acquired 91 articles published during 2011∼2021 in
the Web of Science database. (e analyzing results of those
articles showed that scholars were paying great attention to
the research of consumption emotion, and the research
achievements of high quality were steadily increasing before
2019 (as referred to in Figures 2 and 3).

In the study of consumption emotion and consumer
behavior, consumption emotions were mainly divided into
positive emotions and negative emotions. Some scholars had
only studied one of them; for example, Yoo and Kim [11]
showed that mental imagery increased consumers’ behav-
ioral intentions by eliciting a positive emotional response to
product presentations, and Liu et al. [12] studied regret
emotions. Some scholars explored the impact of both of
positive emotions and negative emotions on consumer
behavior. Maheswaran et al. [13] believed that consumers’
positive emotions or negative emotions about the country of
origin helped to increase or decrease consumers’ intention to
buy foreign products. (ere were still some scholars using
the S-O-R model to explore the impact of environmental
stimuli on shopping intention and behavior from three
dimensions such as pleasure, arousal, and dominance. In
addition, scholars had also focused on building and im-
proving consumption emotion scales in different environ-
ments; for example, Han and Jeong [14] first proposed the
scales specifically for measuring the emotion of consuming
the upscale restaurants. However, in the above researches of
consumption emotion and consumer behavior, the

2 Complexity

researchers mainly focused on the traditional fields, and
there were few scholars studying the influence of con-
sumption emotion on consumer behavior in the network
environment.(e researches of consumption emotion in the
mobile environment were particularly scarce. Mobile
shopping is a new consumer behavior that is rapidly
emerging in recent years, so it is very necessary to study
consumption emotion and consumer behavior in mobile
shopping.

3. Research Hypotheses

Based on the S-O-R model and its extension theories, this
study explored the impact of mobile marketing design
factors on the continual intention of consumers in mobile
shopping.

3.1. “e Impact of Mobile Marketing Design Factors on the
Consumption Emotion in Mobile Shopping. (e researches
had showed that, besides the service environment, the
factors controlled by marketers such as services and ad-
vertisements which were not related to product attributes
also could impact consumption emotion. Wang et al. [15]
found that price discounts had positive effects on consumer
arousal. In the mobile environment, the impact of company
marketing design incentives on emotions may also exist; for
example, under the assurance of good technologies, the good
quality of mobile sales terminal interface refers to clear
shopping interface displays, rich product information, and
the simple shopping processes [16] and guidelines can re-
duce the uncertainty and the time of consumers’ shopping,
thereby enhancing the consumers’ pleasure and dominance,
and attract consumers to purchase repeatedly. Based on the
records of consumer browsing and purchasing in mobile
shopping, mobile retailers often push the right product
promotion information and interactive information to the
target customers or potential customers anytime and any-
where so that the consumption emotion of consumers could
be aroused. Mobile retailers, for example, usually make full
use of customer’s fragmentary time to launch attractive
promotional activities such as low-priced buying, spike, and
prize-winning contests during the fragmentary time (e.g.,
waiting time and lunch breaks) to arouse consumers’
emotions and encourage them to participate in mobile
shopping continually. Moreover, studies by Maheswaran
et al. [13] showed that the integrity of sellers would have an
impact on consumption emotion and the purchase

intention

of consumers. On this basis, the following assumptions
could be proposed in this research:

H1: interface quality of mobile sales terminal has a
significant positive impact on consumption emotion.
H2: sales promotion in mobile sales terminal has a
significant positive impact on consumption emotion.
H3: integrity of mobile sales terminal has a significant
positive impact on consumption emotion.
H4: interface quality of mobile sales terminal has a
significant positive impact on continual intention.

H5: sales promotion in mobile sales terminal has a
significant positive impact on continual intention.

3.2.”e Impact of the Consumption Emotion on the Continual
Intention of Consumers in Mobile Shopping. Consumers’
consumption emotion will impact consumers’ shopping
behavior [17]. Lots of studies had shown that both pleasure
and arousal can impact the purchase intention and behavior
of consumers [11, 14, 15, 18]. In addition to impact the initial
purchase intention and behavior of consumers, the emotions
also could impact the consumers’ repurchase intentions
[19, 20]. (ese effects may also exist in mobile shopping. In
addition, consumers may be more willing to participate in
mobile shopping if they feel that mobile shopping is con-
trollable. On this basis, the following assumptions could be
proposed in this research:

H6: consumption emotion has a significant positive
impact on continual intention.

3.3. Mediating Effects of the Consumption Emotion.
Because mobile shopping is mainly carried out on mobile
sales terminals, the mobile terminal sales marketing design
factors may have important impact on consumers’ cognitive
and emotional experience. At the same time, some studies
showed that cognitive and emotional experience impacts
consumers’ purchase intention significantly and positively
[21]. As a result, mobile marketing design factors such as the
interface quality of the mobile sales terminal, sales pro-
motion inmobile sales terminal, and integrity of mobile sales
terminal may have indirect impacts on the continual in-
tention in mobile shopping through stimulating con-
sumption emotion. Accordingly, the following assumptions
could be proposed in this research:

H7: consumption emotion plays a mediating role in the
relationship between interface quality of mobile sales
terminal and continual intention.
H8: consumption emotion plays a mediating role in the
relationship between sales promotion in mobile sales
terminal and continual intention.
H9: consumer emotion plays a mediating role in the
relationship between integrity of mobile sales

terminal

and continual intention.

4. Methods

4.1. ScalesDesign. (e scales of this study mainly come from
the literatures (see Table 2). According to the opinions of
experts and interviews with mobile shoppers, the scales of
some variables are further modified and supplemented to
make them more in line with mobile shopping scenarios.
(e scales used the 7-point Likert scale from “very disagree”
to “very agree.”

4.2. Data Collection. In addition to the main scales, the
questionnaire used in the study also included gender, age,
income, and other demographics information. After the

Complexity 3

questionnaire was modified by experts, the study first se-
lected 130 college students randomly in Guangdong to carry
out pretest. 122 copies were collected. Among these ques-
tionnaires, 89 copies were valid.(en, the SPSS 20.0 software
was used to test the reliability and validity of the scales.

Cronbach’s α coefficient was used to test the reliability of the
scales and the KMO scale, and Bartlett’s significant test was
used to analyze the validity of the scales. (e scales were
adjusted according to the test results, which resulted in the
formal scales and questionnaire.

Figure 1: (e keyword cooccurrence map of mobile shopping literature.

Table 1: (e researches of consumer intention and behavior of mobile shopping.

Topics Main variables Main research methods Main theories Sources

Mobile shopping trust Perceived usefulness and trust
tendency

Questionnaire

survey

and structural equation

(e Technology Acceptance Model
(TAM), the Extension of the
Technology Acceptance Model

(TAM2), the (eory of Reasoned
Action (TRA)

[4]

(e adoption of mobile
shopping

Perceived situation, perceived value,
perceived usefulness, perceived ease of
use, perceived risk, and adoption

intention

Structural equation,
questionnaire survey,

and experiment

(e (eory of Reasoned Action
(TRA), the Innovation Diffusion
(eory (IDT), the Technology
Acceptance Model (TAM)

[1, 3, 5]

Continual intention of
mobile shopping and
mobile commerce

Personalized advertising, impulse
buying tendency, mobile shopping,

urge to buy impulsively,
environmental knowledge, sustainable
purchase decision, perceived quality,

perceived interaction, perceived
enjoyment, degree of involvement,

self-efficacy, degree of attention, trust,
privacy concerns, self-disclosure

intentions, and

continual intention

Structural equation
and questionnaire

survey

(e theory of immersion, the

theory

of reasoned action (TRA) [6, 7]

Consumer behavior of
mobile shopping

Attribute conflicts, self-efficacy,
interpersonal conflicts, emotional

ambivalence, hesitation at checkout,
choice-process satisfaction, shopping

cart abandonment, perceived
usefulness, perceived ease of use, flow,
concentration, enjoyment, attitude,

mobile shopping experiences,
intention, perceived service quality,
perceived value, perceived benefit,
perceived risk, perceived cost, and

purchase intention

Structural equation
and questionnaire

survey

(e Cognition-affect-behavior
(CAB), the Technology Acceptance

Model (TAM)
[2, 8, 9]

A study of the effect of
mobile marketing
design on consumer
mobile shopping

Interface quality of mobile sales
terminal, sales promotion in mobile
sales terminal, integrity of mobile sales
terminal, consumption emotion and

continual intention

Structural equation
and questionnaire

survey

(e Stimulus-Organism-Response
(S-O-R) model and its extension

theory

(is
study

4 Complexity

(e formal investigation of study was carried out during
the period from 2016.11.18 to 2016.12.21. (e study used the
forms of paper and electronic versions throughWeChat and
Internet. During the surveys, 446 questionnaires were sent
out and 406 questionnaires were returned, among which 372
were valid with an effective rate of 91.63%. (e question-
naires filled in by the consumers who had never participated
in mobile shopping were excluded. In addition to Guang-
dong, the sources of questionnaires included Hubei,
Yunnan, Chongqing, Jiangsu, Zhejiang, and Beijing in China
and some foreign regions. (e women and the men in the
respondents accounted for 58.1% and 41.9%, respectively.

4.3. Data Analysis Results. After collecting and sorting out
the formal questionnaire data, this study was first carried out

through descriptive statistical analysis by using SPSS 20.0.
(en, the reliability of the scales was tested by Cronbach’s α
coefficient in SPSS, and the validity of the scales was tested by
the confirmatory factor analysis in AMOS 20.0. Finally,
AMOS software was used to carry out the path analysis of the
model, and the SPSS was used to test the mediating effects.
Data analysis results are shown in Tables 3–7 and
Figures 4–6.

4.4. Descriptive Analysis of the Demographic Data and the
Main Variables. Since the mobile shopping is a kind of
consumption which only emerged in recent years, the
mobile shopping experiences of many respondents have
been between 3 and 4 years, accounting for 41.1% of the total
respondents. In addition, the mobile shopping experiences
of 22.0% of respondents were between 1 and 2 years. (ese
two parts accounted for 61.1% of the total respondents. (is
showed that most of respondents had rich mobile shopping
experiences so that they were familiar with mobile shopping
activities, which could ensure the rationality of the survey
data. (e monthly consumption amount of most of re-
spondents which accounted for 32.8% of the total respon-
dents was less than 250 yuan. In addition, 28.0% of the
respondents had an average monthly consumption from 250
yuan to 500 yuan. (e above two proportions accounted for
60.8% of the total respondents. (e mobile shopping fre-
quency of the most respondents was from 1 to 3 times per
month, accounting for 37.1% of the total; the second pro-
portion was 17.7% of respondents, whose mobile shopping
frequency was from 1 to 3 times a week; the two parts
accounted for 54.8% of the total.

(e data showed that the main categories of con-
sumption in mobile shopping included clothing, shoes and
bags, books and audio-visual, home and kitchen, enter-
tainment, fresh food, and travel and traffic (as referred to in
Figure 4). (e data also showed that the mobile sales ter-
minals used by consumers mainly included Taobao/Tmall,
Meituan.com, JD, Didi Chuxing, and China Railway 12306
(as referred to in Figure 5). (ere was no significant dif-
ference between male and female consumers on the mobile
sales terminal.

By using two indicators including themean and standard
deviation in SPSS software to carry out descriptive statistical
analysis of variables, the study concluded the means of the
main variables were greater than the median 4 in Likert 7
scale. (is indicated that consumers thought the interface
quality of mobile sales terminal was relatively high, the sales
promotion in mobile sales terminal was positive, and the
integrity of mobile sales terminal was relatively high; the
consumption emotions of consumers in mobile shopping
were relatively high; the continual intention of consumers in
mobile shopping was relatively strong.

4.5. “e Reliability and the Validity Analyses of the Scales.
(e study carried out the reliability test of the scales with
Cronbach’s α coefficient in SPSS 20.0 and got some results
(see Table 3).

3

11 11

14

9
10

8

15

7

2
1

2011 2012

2013 2014 2015 2016 2017 2018 2019 2020 2021

Year

0
2
4
6
8

10
12
14
16

A
nn

ua
l p

ub
lis

he
d

vo
lu

m
e

Figure 2: (e annual published volume related to “consumption
emotion” during 2011∼2021.

6 10
30

49

76
95

149
138

18

2013 2014 2015 2016 2017 2018 2019 2020 2021

Year

0
20
40
60
80

100
120
140
160

A
nn

ua
l c

ite
d

vo
lu

m
e

Figure 3: (e annual cited volume related to “consumption
emotion” during 2011∼2021.

Table 2: (e main sources of the scales.

Variables Sources
Interface quality of mobile sales terminal (MSQ) [22]
Sales promotion in mobile sales terminal (MSP) [15]
Integrity of mobile sales terminal (CRED) [23]

Consumption emotion (CE)
Pleasure (PLE) [11, 19, 24]
Arouse (ARO) [11, 19]

Domination (DOM) [25]
Continual intention (BI) [19, 20]

Complexity 5

http://Meituan.com

Table 3: (e results of the reliability analysis.

Item Squared multiple correlation Alpha if item deleted Cronbach’s α
MSQ

0.881
MSQ2 0.650 0.888
MSQ3 0.792 0.831
MSQ4 0.775 0.835
MSQ5 0.771 0.836
MSP

0.842MSP1 0.682 0.804
MSP2 0.726 0.761
MSP3 0.712 0.775
CRED

0.892
CRED1 0.746 0.868
CRED2 0.786 0.853
CRED3 0.744 0.868
CRED4 0.776 0.857
PLE

0.944

PLE1 0.864 0.929
PLE2 0.889 0.924
PLE3 0.888 0.924
PLE4 0.770 0.946
PLE5 0.842 0.933
ARO

0.950ARO2 0.899 0.923
ARO3 0.908 0.916
ARO4 0.876 0.939
DOM

0.914

DOM1 0.858 0.879
DOM2 0.844 0.882
DOM3 0.805 0.890
DOM4 0.731 0.905
DOM5 0.686 0.918
BI

0.902

BI1 0.690 0.893
BI2 0.814 0.868
BI3 0.726 0.890
BI4 0.817 0.8

69

BI5 0.752 0.881

Table 4: (e results of the validity analysis.

Item Estimate C.R. R2 1−R2 CR AVE
MSQ2 0.732 — 0.536 0.464
MSQ3 0.844 15.381 0.712 0.288
MSQ4 0.868 15.023 0.753 0.247
MSQ5 0.816 14.997 0.666 0.334
MSQ 0.889 0.6

70

MSP1 0.797 — 0.635 0.365
MSP2 0.808 15.960 0.653 0.347
MSP3 0.799 15.782 0.638 0.362
MSP 0.843 0.642
CRED1 0.785 — 0.616 0.384
CRED2 0.816 19.966 0.666 0.334
CRED3 0.782 14.401 0.611 0.389
CRED4 0.811 15.057 0.658 0.342
CRED 0.876 0.638
PLE1 0.860 — 0.739 0.261
PLE2 0.932 30.057 0.869 0.131
PLE3 0.885 25.953 0.783 0.217
PLE4 0.772 18.313 0.596 0.404

6 Complexity

Table 3 shows that Cronbach’s α of all scales was above the
acceptable level of 0.7. (e reliability of the scales was better,
and the internal consistency of the scales was relatively high.

(e validity of the scores was tested by AMOS software
(see Table 4). (e study tested the validity of the scores
through the first-order confirmatory factor analysis in

AMOS 20.0 software firstly. (e analysis showed that the
correlation coefficient between three emotion factors
reached a significant level, which could be carried out by a
second-order confirmatory factor analysis. (rough the
second-order confirmatory factor analysis, a high-order
factor consumption emotion was extracted.

Table 4: Continued.

Item Estimate C.R. R2 1−R2 CR AVE
PLE5 0.909 23.731 0.827 0.173
PLE 0.941 0.763
ARO2 0.957 — 0.915 0.085
ARO3 0.922 34.140 0.850 0.150
ARO4 0.933 31.317 0.871 0.129
ARO 0.956 0.879
DOM1 0.942 — 0.887 0.113
DOM2 0.943 36.215 0.890 0.110
DOM3 0.832 24.753 0.692 0.308
DOM4 0.680 16.534 0.462 0.538
DOM5 0.693 16.955 0.481 0.519
DOM 0.913 0.682
Pleasure 0.901 — 0.811 0.189
Arouse 0.955 21.187 0.912 0.088
Domination 0.959 19.997 0.919 0.081
Consumption emotion 0.957 0.881
BI1 0.834 14.808 0.696 0.304
BI2 0.854 17.446 0.730 0.270
BI3 0.779 17.819 0.606 0.394
BI4 0.848 17.466 0.720 0.280
BI5 0.799 — 0.638 0.362
Continual intention 0.913 0.678

Table 5: (e mediating effect of the consumption emotion between interface quality of mobile sales terminal and continual intention.

Mediator Effect Boot SE BootLLCI BootULCI
CEM 0.4108 0.0504 0.3169 0.5179

Table 6: (e mediating effect of the consumption between integrity of mobile sales terminal and continual intention.

Mediator Effect Boot SE BootLLCI BootULCI
CEM 0.3919 0.0571 0.2895 0.5187

Table 7: (e results of the hypothesis testing.

Hypothesis Results
H1: interface quality of mobile sales terminal has a significant positive impact on consumption emotion Support

H2: sales promotion in mobile sales terminal has a significant positive impact on consumption emotion

Not
support

H3: integrity of mobile sales terminal has a significant positive impact on consumption emotion Support

H4: interface quality of mobile sales terminal has a significant positive impact on continual intention Not
support

H5: sales promotion in mobile sales terminal has a significant positive impact on continual intention Support
H6: consumption emotion has a significant positive impact on continual intention Support
H7: consumption emotion plays a mediating role in the relationship between interface quality of mobile sales terminal and
continual intention Support

H8: consumption emotion plays a mediating role in the relationship between sales promotion in mobile sales terminal and
continual intention

Not
support

H9: consumption emotion plays a mediating role in the relationship between integrity of mobile sales terminal and continual
intention Support

Note. ∗∗∗ means P< 0.001.

Complexity 7

(e confirmatory factor analysis showed the model fit
was good with CMIN/DF (1.040∼1.188), GFI (0.982∼0.998),
AGFI (0.957∼0.983), and RMSEA (0.010∼0.022). (e stan-
dardized estimates of all items were above 0.5 (minimum

0.68), T values reached a significant level, and the average
variation extraction (AVE) of each latent variable was above
0.5 (minimum 0.638) (see Table 4). (is showed that scales
had a higher convergence validity. (e square root of the

–1.970 0.423∗∗∗

0.218∗∗∗

0.659∗∗∗

0.320∗∗∗
0.048

Interface quality
of mobile sales

terminal

Sales promotion
in mobile sales

terminal

Integrity of
mobile sales

terminal

Consumption emotion

Continual intention

Figure 6: (e relationships between variables. RMSEA� 0.033; GFI� 0.957; AGFI� 0.930; CMIN/DF� 1.412. Note. ∗∗∗ represents
P< 0.001, and the path coefficients are standardized path coefficients.

148

266

70

149143

69

142
118

49
14 33 9 8

106
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8 Complexity

AVE of each latent variable was higher than the correlation
coefficient between it and other latent variables, indicating
that scales had good discriminant validity.

4.6. “e Path Analysis. In this study, when using AMOS
software to carry out path analysis, the three dimensions of
the high-order variable consumption emotion were averaged
through making the mean of the items of each dimension as
the score of the dimension. After the structural equation
model was set up, the initial path analysis was carried out.
According to the criterions C.R. (>1.96) and P (<0.05),
unqualified paths were removed. (en, the path analysis was
carried out continually, and themodel was adjusted according
to the model fit indexes and the M.I. (e final results of the
path analysis were acquired (as referred to in Figure 6).

(e common fit indexes such as RMSEA, GFI, AGFI,
and CMIN/DF were in line with the requirements which
meant the model had a high degree of fit, and the model had
been verified basically. (e dotted line indicated that the
original hypothetical relationships between the variables did
not exist (as referred to in Figure 6).

4.7. “e Analysis of the Mediation Effect. (e results of the
path analysis indicated that sales promotion in mobile sales
terminal did not have a significant impact on consumption
emotion, and arousal did not have a significant impact on
continual intention in the mobile shopping.(erefore, when
testing mediation effects, this study only tested the media-
tion effects of consumption emotion in the following two
causal chains. One was interface quality of mobile sales
terminal-consumption emotion-continual intention, and
the other was integrity of mobile sales terminal-consump-
tion emotion-continual intention. (is paper selected a
sample of 1000 and used the bootstrapping method at 95%
confidence interval to test the mediating effect of the con-
sumption emotion (see Tables 5 and 6).

Table 5 shows that the mediation effect of consumer
emotion (CEM) was 0.4108, and the 95% confidence interval of
mediation effect was (0.3169, 0.5179). (e confidence interval
did not contain zero, so the mediation effect was significant.

Table 6 shows that the mediation effect of consumer
emotion (CEM) was 0.3919, and the 95% confidence interval of
mediation effect was (0.2895, 0.5187). (e confidence interval
did not contain zero, so the mediation effect was significant.

4.8. “e Research Hypothesis Testing. Based on the above
results of the path analysis and the mediation effect analysis,
the results of the research hypothesis were tested (see
Table 7).

Table 7 shows that except H2, H4, and H8, all hypotheses
were supported.

5. Conclusion

Based on the literature research, this paper constructed a
theoretical model of the impact of mobile marketing design
on consumer mobile shopping and then tested the theoretical

model with consumers as empirical samples. (e results
showed that the model had a high degree of fit, and most of
the assumptions had been supported, indicating that the
model could explain the impact of mobile marketing design
on consumer mobile shopping to a certain extent.

(e results of the research were as follows: (1) interface
quality of mobile sales terminal and integrity of mobile sales
terminal had significant positive impacts on consumption
emotion.(is result showed that the mobile sales companies
could stimulate consumer’s mobile shopping emotion
through controllable marketing factors such as good in-
terface quality of mobile sales terminal and high integrity
behaviors of mobile sales terminal, thereby impacting the
continual intention of consumers in mobile shopping. (2)
Sales promotion in mobile sales terminal had a significant
positive impact on continual intention. (is result showed
that companies could promote consumers’ continual par-
ticipation directly in mobile shopping through innovative
promotion activities. (3) Consumption emotion had a sig-
nificant positive impact on continual intention. (is result
was consistent with the researches in other environments,
which had proposed that, in addition to influencing con-
sumers’ initial purchase intention and behavior, con-
sumption emotion could also influence consumers’
repurchase intention [19, 20]. (erefore, for the companies
in mobile sales terminal, it would be helpful for promoting
consumers’ continual participation in mobile shopping by
finding ways to stimulate consumers’ mobile shopping
consumption emotions.

However, the results of the data analysis indicated that
sales promotion in mobile sales terminal had no direct
significant effect on consumption emotion, and the con-
sumption emotion did not have a significant mediating role
between the sales promotion in mobile sales terminal and
the continual intention, which was inconsistent with the
original hypothesis and previous research conclusions [16].
(is indicated that the promotions of mobile sales terminal
would not stimulate consumers’ mobile shopping indirectly
by influencing consumption emotions but induced the
behavior intention of consumers directly. In addition, the
results showed that the interface quality of the mobile sales
terminal did not have a significant impact on the continual
intention. (is may be because that interface quality of the
mobile sales terminal tended to be the reason for consumers
to purchase for the first time and had little effect on the
repeat purchase of consumers.

Of course, this study also had some limitations. Firstly, in
the context of big data, there were some limitations in the
number of the samples. Secondly, this study was still limited
in exploring the influence of mobile marketing design
factors on consumer mobile shopping. (ere may be some
new factors to be explored; for example, the customer re-
sponse speed may also have an impact on the consumption
emotion. Future research will explore a variety of mobile
marketing factors that impact consumers’ mobile shopping
behavior through some qualitative research methods so that
the research model can reflect the impact of mobile mar-
keting design on consumers’ mobile shopping more
adequately.

Complexity 9

Data Availability

(e data used to support the findings of this study are
available from the corresponding author upon request.

Conflicts of Interest

(e authors declare that they have no conflicts of interest.

Acknowledgments

(e authors acknowledge the financial support by the
National Natural Science Foundation of China (project
nos. 71601051 and 71972052).

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10 Complexity