The Effects of Mobile Screen Size on the Choice of Compromise Option for Fashion Products - Mediation Effects of Information Overload and Moderation of Maximization Tendency -

Abstract

With the advent of the information age, the existing online-PC shopping for fashion products is transitioning to mobile shopping. The process of exploring fashion information may vary according to mobile advice screen sizes because consumers would need to browse through several pages; the smaller the screen, the higher is the probability of information overload. Thus, in decision-making, choosing middle-quality products (compromise option) over high-quality ones (best option) is possible. Therefore, this study is aimed at verifying the moderated mediating effects of information overload and maximization tendency (maximizer and satisfier) on the choice of compromise option using different mobile screen sizes (pad and smartphone). In this study, the stimuli of smartphone (4.5inch) and pad (10inch) were presented to 120 domestic male and female consumers. For the choice of compromise option, they were asked to choose one option from the following: (option A with high-quality fashion products, option B with middle - quality (compromise option), and option C with low - quality). A total of 108 questionnaires were used for the final analysis after excluding 12 questionnaires with insincere responses. In analyzing the data, bootstrapping, credibility analysis, and t-test were conducted using SPSS 18.0 Macro. Results of this study are as follows. First, on the basis of the mobile screen size, the consumers with maximization tendency felt the information overload and chose the compromise option for fashion products. Second, the satisfiers with maximization tendency to make moderate choices under any given situation regardless of the mobile screen size did not largely feel the information overload and chose the same compromise option for fashion products.

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