近年來，消費者的購物通路有了更多選擇，尤其是行動裝置的使用越趨普遍，再加上網路的無所不在，逐漸轉變為以行動購物為消費者購物的管道之一。而隨著行動商務的發展趨勢，有愈多專屬品牌應用程式(App)可讓用戶下載使用，令消費者透過App的推播功能即可優先知道促銷活動的消息，以及瀏覽最新的商品訊息，增加聰明購物的感受與購買慾望。因此，本研究以行動商務App的購物情境作為瞭解消費者願意持續使用行動購物App之行為。本研究預期行動購物App的使用者對商品的促銷活動和新潮趨勢會顯著影響消費者的聰明購物感受，再間接影響消費者衝動性購買行為及繼續使用行動購物App的意圖。 Recently, consumers have more choices of shopping channels, such as using mobile devices because of its ubiquity. Mobile shopping has become the main shopping channel. With this trend, users can download more exclusive brand APPs which allow direct access to product information and shop through them. Therefore, this study aims to understand the experience of smart consumption from the mobile APP perspective. This study proposes promotion, and new trend as two antecedents of consumer smart shopping feeling from the mobile APP. The study proposes a positive impact of smart shopper feeling on consumers’ impulsive buying , which then influences consumers’ continuance intention to use mobile shopping APPs. Implications for theory and practice are also included in this study.
