نیاز مصرف کننده برای جو آرزوی برنامه تلفن همراه و روابط آن با پاسخهای خریدار است

This study developed and tested a conceptual model delineating the interrelationships among hedonic shopping orientation, consumer need for mobile app atmospherics, entertainment gratification, mobile irritation, and intention to reuse mobile apps for apparel shopping. A total of 216 U.S. mobile shoppers in the age range of 18–34 participated in the study. Consumers with a higher need for mobile app atmospherics tended to experience increased entertainment gratification and reduced irritation in using mobile apps. Hedonic shopping orientation was found to be an antecedent of consumer need for mobile app atmospherics. However, hedonic shoppers’ mixed emotions toward mobile apps were confirmed through the positive influences of hedonic shopping orientation on both entertainment gratification and irritation. Consumer need for mobile app atmospherics played a significant role in predicting the intention to reuse mobile apps for apparel shopping, along with entertainment gratification and mobile irritation. This study extended the research scope of mobile shopping behavior and provided implications for mobile app retailing.