行動購物的的興起對於網路購物的方式造成巨大的影響, 消費者可不受制於只使用電電腦以網路購物，而也同時可以透過手機裡的APP隨時隨地進行購物。但行動購物仍無法取代電腦購物且多數消費者有抗拒心理，如Agrebi and Jallais (2015) 指出，消費者因害怕從電腦購物改用APP行動購物後，會有失去原先網路購物的便利體驗的風險，以及學習如何操作APP的購物介面仍需時間與心力去學習，因而產生顧客對APP行動購物的抗拒。本研究使用抗拒新系統的現狀偏好理論 (Status Quo Bias Theory) 為基礎，本文現狀偏好理論包含三個構面與七個變數，分別為認知失調（厭惡失去）、理性決策（淨利益、不確定性成本、轉換成本），以及心理承諾（沈沒成本、行動成癮、社會規範），探討消費者對行動購物的利益感知與電腦網路購物態度，是否會產生抗拒行動購物的行為。另外，以影響行動購物決策的人格特質（自我效能）為調節變數，進一步檢測消費者對於行動購物利益感知和電腦網路購物的態度。本研究共取得426份網路購物消費者之有效問卷，統計分析以結構方程模型進行;資料分析結果顯示，現狀偏好理論中厭惡失去和淨利益對於對電腦購物態度與感知利益具有影響效果，而其餘變數影響對電腦購物之態度與感知利益的假設僅過半數成立，例如，不確定性成本雖然對電腦購物態度的正面影響假設是成立的，但對感知行動購物利益的負面影響是不成立的。此外，受上述變數影響的電腦購物惰性和感知行動購物利益會影響行動購物的抗拒行為。另外，人格特質中的自我效能對於使用電腦網路購物的態度與抗拒行動購物行為、以及對行動購物的利益感知與抗拒行動購物之間具有調節效果。最後，本研究建議網路購物公司或商家，可以透過提昇消費者感受到行動購物的利益，藉此減少消費者執著於使用電腦購物的態度以降低對於行動購物的抗拒行為。

Mobile shopping has become very popular recently and has had a dramatic impact on online shopping. Customers not only can use computers to engage in online shopping, but they also can use apps to shop with their mobile phones. However, mobile shopping can’t substitute for computer online shopping, and most customers are resistant to mobile shopping. For example, Agrebi and Jallais’ (2015) study indicated that customers are fearful of losing convenient online shopping experiences, and they have to spend time and effort on learning how to manipulate mobile shopping apps if they want to engage in mobile shopping. Therefore, these fears and related costs make customers resistant to mobile shopping. This study is based on Status Quo Bias (SQB) theory. SQB theory includes three categories: cognitive misperception (loss aversion), rational decision making (net benefit, transition cost and uncertainty cost), and psychological commitment (sunk cost, social norms and mobile addiction). These seven variables impact attitude toward computer online shopping and lead to either positive or negative perceived benefits of mobile shopping, and attitude toward computer online shopping and perceived benefits in turn influence resistance toward mobile shopping. In addition, a personal trait (self-efficacy) is used as a moderator to measure the relationship between attitude toward computer online shopping and resistance to mobile shopping as well as the relationship between perceived benefit and resistance to mobile shopping.
The participants are customers who have had online shopping and mobile shopping experience, and a total of 426 respondents were collected for the survey data. SEM was used for data analysis. The results suggest that the hypotheses related to two variables among the SQB theory categories, loss aversion and net benefit, were supported. The hypotheses reflecting the other five variables in SQB theory were partially supported. For example, uncertainty cost was shown to positively impact attitude toward computer online shopping, as suggested, but it was not shown to negatively impact perceived mobile shopping benefits. In addition, attitude toward computer online shopping and perceived mobile shopping benefits will either impact resistance to mobile shopping positively or negatively, and high self-efficacy has a moderating effect between these two relationships. Last but not least, this study suggests that online retailers can increase customer’s perceived value of mobile shopping and decrease their attitude toward computer online shopping to reduce customer resistance toward mobile shopping.

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