The efficiency of mobile media richness across different stages of online consumer behavior

作者：

Highlights：

• Selecting the appropriate media to help consumers make decisions is crucial.

• We find out how mobile media richness affects different AISAS stages.

• Marketers do not need to use mobile ads possess high media richness all the time.

• We provide suggestions for practitioners to place mobile ads more precisely.

摘要

•Selecting the appropriate media to help consumers make decisions is crucial.•We find out how mobile media richness affects different AISAS stages.•Marketers do not need to use mobile ads possess high media richness all the time.•We provide suggestions for practitioners to place mobile ads more precisely.

论文关键词：AISAS,Model,Mobile advertisement,Media richness,Product characteristics

论文评审过程：Received 21 July 2018, Revised 30 August 2019, Accepted 30 August 2019, Available online 28 September 2019, Version of Record 28 September 2019.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2019.08.010