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Consumer Confusion in Mobile Application Buying: The Moderating Role of Need for Cognition

Consumer Confusion in Mobile Application Buying: The Moderating Role of Need for Cognition

Tathagata Ghosh, Venu Gopal Rao
Copyright: © 2014 |Volume: 10 |Issue: 4 |Pages: 19
ISSN: 1548-1131|EISSN: 1548-114X|EISBN13: 9781466653863|DOI: 10.4018/ijebr.2014100104
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MLA

Ghosh, Tathagata, and Venu Gopal Rao. "Consumer Confusion in Mobile Application Buying: The Moderating Role of Need for Cognition." IJEBR vol.10, no.4 2014: pp.52-70. http://doi.org/10.4018/ijebr.2014100104

APA

Ghosh, T. & Rao, V. G. (2014). Consumer Confusion in Mobile Application Buying: The Moderating Role of Need for Cognition. International Journal of E-Business Research (IJEBR), 10(4), 52-70. http://doi.org/10.4018/ijebr.2014100104

Chicago

Ghosh, Tathagata, and Venu Gopal Rao. "Consumer Confusion in Mobile Application Buying: The Moderating Role of Need for Cognition," International Journal of E-Business Research (IJEBR) 10, no.4: 52-70. http://doi.org/10.4018/ijebr.2014100104

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Abstract

This study aims to examine effects of consumer confusion proneness on two consumer behavior variables, word of mouth and buying decision, in a confusion prone product market like smartphone and mobile applications (app). Additionally, the study examines the moderating influence of a personality trait variable pertinent to information processing – need for cognition, on the afore-mentioned relationships. Data were collected via a survey from 254 post-graduate students and analyzed with the help of structural equation modeling with a partial least square (PLS) approach using SmartPLS 2.0. Research findings indicate that the dimensions of consumer confusion proneness behave differently in terms of their linkages with consumer behavior. Further, as expected, consumers' need for cognition also play a major moderating role which helps to fathom the concept of consume confusion in the context of mobile and smartphone applications. Academic and managerial implications as well as scope for future research are also discussed.

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