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Narrower conceptual scope in the app than the web store interface – The size does it and the ad has it

Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) (2015) 9172 204-214
DOI: 10.1007/978-3-319-20612-7_20
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Abstract

How does screen size impact users in ways other than task performance or efficiency? The current study proposed and tested the hypothesis that a narrower conceptual scope was associated with the small/App than the large/web store interface leading to reduced ad relevance effect (i.e., evaluation of the ad and advertised products in high than low relevance ads was more positive). The hypothesis was supported. Implications for mobile shopping behavior and online ad placement were also discussed.

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APA

Kao, C. L., & Wang, M. Y. (2015). Narrower conceptual scope in the app than the web store interface – The size does it and the ad has it. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) (Vol. 9172, pp. 204–214). Springer Verlag. https://doi.org/10.1007/978-3-319-20612-7_20

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