How Does the Device Change Your Choice: A Goal-Activation Perspective

  • Yang LiuEmail author
  • Deliang Wang
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9751)


Mobile channel has contributed more and more traffic and sales in the online market. Despite considerable empirical investigations on sales across multiple devices, questions remain as to whether and how devices would influence consumer judgment and choice. Drawing on the Goal-Activation Theory and Decision System Theory, we posit that tablets trigger experiential goals and thus lead to preference for hedonic products; however, PCs and laptops trigger instrumental goals and thus lead to preference for utilitarian products. The effect is mediated by the decision system (relying on feelings vs. relying on logic). Data collected from an online experiment supported our hypotheses. Overall, this paper explains and demonstrates why the device would change consumer decision system and preference and the findings would benefit both researchers and practitioners.


Mobile commerce Consumer decision Affective computing 



The work is supported by A*STAR Joint Council Office Development Programme “Social Technologies + Programme”.


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.National University of SingaporeSingaporeSingapore
  2. 2.Institute of High Performance ComputingSingaporeSingapore

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