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Mobile shopping emerges, but the marketing factors driving consumers’ mobile shopping lack clarification. Literature gaps also exist to view mobile shopping from a consumer behavior’s perspective. The purpose of this paper therefore is to empirically explore the issue based on the lifestyle perspective, 4Ps marketing theory and the information system (IS) success model.

A survey method was adopted. Data were gathered from consumers who had experience in mobile shopping. The collected data were analyzed with PLS to explore the issues.

The results showed that platform use habit, price comparison preference, shopping independence preference and promotion marketing quality were significantly associated with consumers’ use of mobile shopping apps/websites. They also showed that promotion marketing quality, price marketing quality and product marketing quality were the important marketing factors driving consumers’ user satisfaction of mobile shopping apps/websites. Finally, the results also indicated the importance of both consumers’ use and user satisfaction of mobile shopping apps/websites in arousing their continuous use intention.

The results of the study bridge the gap between the 4Ps marketing theory and the IS success model. They provide a direction for further studies to bridge the marketing theories and the IS theories in exploring the development of mobile commerce.

The results facilitate the management of mobile shopping apps/websites in building and keeping a long-term relationship with consumers through providing good marketing qualities in the core marketing mix. The results also indicate the importance of user satisfaction in branding management and relationship management of mobile shopping apps/websites.

The results showed that price comparison preference and shopping independence preference were significantly associated with consumers’ use of mobile shopping apps/websites due to the convenient access empowered by mobility in shopping services. The results also suggest that with good design in 4Ps marketing qualities of mobile shopping apps/websites, including product, price and promotion, mobile shopping could be a suitable lifestyle satisfying consumers. However, the results also showed that factors driving consumers’ system use and user satisfaction of mobile shopping apps/websites were not the same. Finally, the results validated the significant impact of both system use and user satisfaction in activating consumers’ continuance intention of mobile shopping. They provided a positive link between consumers’ mobile shopping apps/websites use to their keeping the lifestyle of mobile shopping.

Different from general goods, games are intangible. Games of limited-amount version are much more expensive. However, the value of games cannot be actually validated, while buyers purchase the intangible goods. This study, therefore, aims to empirically clarify the impact of product scarcity and uniqueness in buyers' purchase of games of limited-amount version.

Based on literature review, the survey method was conducted. Data of 204 respondents who recently bought games of limited-amount version were gathered and analyzed with partial least square.

The results showed that perceived quality and perceived uniqueness, significantly increased by product scarcity, was shown of significant positive impact on perceived value which significantly enhanced purchase intention.

The results indicated the importance of high quality and the reflection of uniqueness in buyers' purchase of games of limited-amount version. The results also validated the effect of scarcity on intangible goods. Practically, the results facilitated strategic operation and marketing of game producers and suppliers in designing and marketing game software. The results also facilitated further theoretical development of goods scarcity.

Nowadays, product scarcity has been an important operation and marketing strategy to enterprises. Games are an industry of growing importance. However, the impact of scarcity in buyers' purchase of games of limited-amount version was still limited. The results validated the importance of scarcity and perceived uniqueness in intangible game goods purchase behavior. The validation of this study can provide references for strategic operation and marketing of the game industry.

The purpose of this paper is to assess the relative importance of country-of-origin (COO) and its dimensions – country of design (COD), country of technology (COT), and country of manufacture (COM) – in comparison to store image in terms of consumer product evaluation and purchase intention of store brands. The authors also explore consumer regulatory focus effects.

Empirical data were collected from 270 young Korean adults. Two scenarios were given using two high-involvement store brands, an electronic product and clothing product that have hedonic and utilitarian elements. Data analysis was conducted using AMOS structural equation modeling software.

COO affects product evaluation and purchase intention and store image affects purchase intention. By product, store image influences product evaluation and purchase intention (electronics). COO directly influences purchase intention (clothing). By COO dimensions, overall COD weakly affects product evaluation. COT affects electronic product evaluation but directly affects clothing purchase intention. Promotion-focused consumers use COO for product evaluation, with store image directly affecting purchase intention. Promotion-focused consumers consider COD, an affective dimension, and COM in product evaluations. Prevention-focused consumers did not consider COO, but consider store image for product evaluation. Prevention-focused consumers consider utilitarian COT and COM dimensions during product evaluation.

This is the first paper to consider the simultaneous effect of COO (and its dimensions) and store image on product evaluation and purchase intention. It is also the first to consider the regulatory focus theory with regards to COO and store image evaluative and purchase intention criteria.