Search

Mobile shopping is increasing in prevalence and has become a necessary part of many people's daily lives. However, one main channel for mobile shopping, mobile shopping applications (apps), has not been thoroughly investigated. This study focused on mobile text advertising delivered from mobile shopping apps using the intention to purchase as the dependent variable for testing its marketing effect. In the context of a promotion focus vs. a prevention focus, we used Higgins' regulatory focus theory combined with Ajzen's TPB and Herzog's U&G to analyze the mechanism by which consumers formulate an intention to purchase in a mobile advertising context. This empirical study surveyed 320 consumers who had made a purchase using a mobile shopping app in the previous month. The results showed that infotainment, irritation, and subjective norms were significantly associated with attitudes; in turn, attitudes mediated the impact of these three factors on the intention to purchase. Moreover, a high promotion focus not only strengthened the positive effect of infotainment on attitudes but also intensified the mediation effect of attitudes between infotainment and the intention to purchase. A high prevention focus also consolidated the negative effect of irritation on attitudes as well as reinforced the mediation effect of attitudes between irritation and the intention to purchase. Furthermore, attitudes, subjective norms, and perceived behavioral control collectively impacted the intention to purchase. These findings shed light on ways to customize goods information in mobile advertising and have strong theoretical and practical implications.

Abstract Background Mutations in GJB2 are the most common molecular defects responsible for autosomal recessive nonsyndromic hearing impairment (NSHI). The mutation spectra of this gene vary among different ethnic groups. Methods In order to understand the spectrum and frequency of GJB2 mutations in the Chinese population, the coding region of the GJB2 gene from 2063 unrelated patients with NSHI was PCR amplified and sequenced. Results A total of 23 pathogenic mutations were identified. Among them, five (p.W3X, c.99delT, c.155_c.158delTCTG, c.512_c.513insAACG, and p.Y152X) are novel. Three hundred and seven patients carry two confirmed pathogenic mutations, including 178 homozygotes and 129 compound heterozygotes. One hundred twenty five patients carry only one mutant allele. Thus, GJB2 mutations account for 17.9% of the mutant alleles in 2063 NSHI patients. Overall, 92.6% (684/739) of the pathogenic mutations are frame-shift truncation or nonsense mutations. The four prevalent mutations; c.235delC, c.299_c.300delAT, c.176_c.191del16, and c.35delG, account for 88.0% of all mutantalleles identified. The frequency of GJB2 mutations (alleles) varies from 4% to 30.4% among different regions of China. It also varies among different sub-ethnic groups. Conclusion In some regions of China, testing of the three most common mutations can identify at least one GJB2 mutant allele in all patients. In other regions such as Tibet, the three most common mutations account for only 16% the GJB2 mutant alleles. Thus, in this region, sequencing of GJB2 would be recommended. In addition, the etiology of more than 80% of the mutant alleles for NSHI in China remains to be identified. Analysis of other NSHI related genes will be necessary.