The Effects of Navigation Cues and Involvement of Highly Innovative Consumers on Attitudes Toward Mobile Application Stores

Abstract

In the e-commerce area, navigation cues play an important role that guides consumers while they are browsing products in online stores. Best-seller lists and product categories are typically used as navigation cues. With the rapid growth of smartphone penetration around the world, the role of navigation cues has become more critical to consumers who enjoy buying products and applications via mobile application stores. The purpose of this study is to investigate the relationships among navigation cues, attitudes, and involvement of users in mobile stores based on the elaboration likelihood model. A laboratory experiment was conducted, and the experiment results indicate that consumers with high involvement have better attitudes toward the product categories approach compared to the best-seller list approach. The fits of navigation cues and mobile consumer characteristics may contribute to the mobile application store design strategy.