Mobile shopping has become a new trend in the development of e-commerce, but the traditional successful e-commerce model cannot be directly applied to the mobile situation. In our study, three factors are constructed to interpret the behavior of consumers in terms of service evaluation and purchase intention based on categorization theory. Those factors are: evaluation of sources, evaluation of the targets and evaluation of the relationship between sources and targets. This study try to answer the following two questions: whether the evaluation of the sources (web service quality) of consumers will affect their evaluation of the targets (perceived mobile service quality and flow experience)? How can the relationship between source and target (perceived web- mobile service consistency) affect consumer's evaluation of the target, and how to influence the consumer's willingness to purchase in the mobile network environment? According to the above problems, the structural equation model is established, and five variables are construtcted to investigate their influence on consumer behavior intention. Four variables are designed inspired by the previous studies, which are:‘perceived information consistency’, ‘web service quality’, ‘flow experience’, ‘perceived mobile service quality’. Besides, a new variable, ‘perceived system consistency’,is developed to enrich the framework. A questionnaire of twenty questions are desingned to invite mobile service users of "www.jd.com" to participate in the survey, and 277 valid questionnaires are gotten. The empirical results show that consumers' evaluation of web service quality has positive influence on the perception of service quality and flow experience of the mobile channel. It is also found that perceived Web- mobile channel information consistency significantly affect the consumer's perception of the mobile channel service quality and flow experience, and then significantly affect the consumer's mobile phone shopping behavior. Our research not only provides more ideas for cross channel research in the future, but also suggests organization should ensure the quality of service while maintaining the consistency of information between channels, when they committed to multi-channel business.
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