The proliferation of mobile commerce channels has fundamentally reshaped retail ecosystems, particularly in digital markets like China where smartphone adoption approaches saturation among internet users. While extant literature has extensively examined the impact of new channel introductions (e.g., online, offline, mobile) on firm performance, less attention has been paid to consumer behavioral nuances within established digital interfaces. Addressing this gap, our study pioneers a comparative analysis of purchasing dynamics across two dominant yet technologically distinct channels: native apps versus light-app channels (e.g., WeChat mini-programs). While both channels share core mobile attributes (e.g., small screen sizes, on-the-go accessibility), their divergent technological architectures (Swift, Kotlin, and Java vs. HTML, CSS, WXML, and WXSS) create systematically differentiated consumer experiences. Through econometric analysis of 185,437 transaction records from a multichannel B2C platform, we reveal that consumers tend to spend more, purchase more items, and exhibit a lower likelihood of product returns when shopping through the light-app channel compared to native apps. More importantly, these behavioral divergences are moderated by product categories, price levels, and discount depths. Our findings contribute to the multichannel retailing literature by providing new insights into consumers’ behavioral differences between the two popular, yet distinct, mobile channels. Based on these insights, we suggest that multichannel retailers should prioritize channel convenience and accessibility and reconsider their investments in mobile native apps. Additionally, retailers should tailor assortments, pricing, and discount strategies to each channel to effectively engage consumers and stimulate purchases. Our research also emphasizes the importance of aligning marketing, operations, and finance strategies in multichannel retailing.
Liu et al. (Tue,) studied this question.