Explaining consumer implementation intentions in mobile shopping with SEM and fsQCA: Roles of visual and technical perceptions

Visual presentation is a critical factor in ascertaining the purchase decision and behavior of mobile consumers. However, whether a simple or a complex interface is more effective in promoting purchase intentions remains inconclusive. This study combines task-technology fit (TTF) theory and technology acceptance model (TAM) to propose a comprehensive model suitable for mobile shopping circumstances to investigate the mechanism of implementation intentions of online shopping under visual and technical stimulation. We obtained 504 valid samples through questionnaire surveys and used structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) methods to elucidate the complex causal patterns of implementation intentions of online shopping. The SEM results revealed that security precautions and user experience directly affected the implementation intentions of online shopping behavior, while interface visual complexity, visual search efficiency, and mobile payment indirectly affected the implementation intentions of online shopping. In addition, the fsQCA results revealed a causal asymmetric relationship between the driving mechanism of high and non high implementation intentions of online shopping. All factors must be combined to play a role, and there exist three overall solutions to attain high implementation intentions of online shopping. Among them, we found neutral permutations of one solution, suggesting that the combination of high visual search efficiency and high security precautions is the core configuration that results in high implementation intentions of online shopping. Overall, this study broadens the application perspective of TTF and TAM, and provides certain practical enlightenment for e-commerce enterprise marketing.