It is important to learn consumers’ motivation or goal in order to understand consumer behaviors to choose specific retail stores. Likewise, we need to consider consumers’ motivation to use shopping platform in order to understand consumer behaviors to use online or mobile shopping platforms. Research on shopping motivations has been studied based on shopping value categories- utilitarian vs. hedonic one. While utilitarian motivation is associated with planned purchase behavior for a cognitive value, Hedonic motivation is involved to in compulsive purchase behavior or impulse buying for an affective value. There are two constructs, emotion and mood, in the affection. Research on hedonic motivation has focused on the regulation of emotion which has its clear cause and continues shortly. Thus the motivation of emotion regulation has a negative influence on consumer behavior such compulsive buying or impulse buying. On the other hand, mood, which has no clear awareness of its cause and continue long-term, may have different effect on consumer behaviors. The motivation of mood management is the theory applied in media consumption such as movies, music or video or online games. In the study, we suggest mobile shopping app can be one of media stimulus which improve bad mood or maintain good mood. We explore whether mood management is one of motivations to use shopping platforms and how mobile shopping platforms affect mood management behavior using Netnography, online enthnography. We gather data from observation of shopping platform and in-depth interviews of the users. The results are the following. First of all, there are four types of mood management motivation in using mobile shopping platforms. They are hedonic information searching, information building, escaping from daily routine, and self-gifting. Next, the shopping goals affect consumer perceptions toward shopping environment and context. The contexts are initial screen page and its information, payment method, product categories and so on. Finally purchase decision depends on the fit between consumers’motivation and shopping context.

• Joonheui Bae(Kyungpook National University, Republic of Korea)
• Dong Mo Koo(Kyungpook National University, Republic of Korea)