Research on diverging device conditions remains scarce, particularly in relation to how they affect online shoppers' product assessments. This research investigates the effects of online shoppers' device type on the accuracy of their product size evaluations and reveals, for the first time, the complex mechanisms behind these effects by examining the role of confidence about product size, product familiarity, and shopping motivations. The findings from four experimental studies show that using a PC (vs. a smartphone) to view products results in greater size-estimation errors than do smartphones. Moderated-mediation analyses suggest that viewing products on a PC (vs. a smartphone) leads to overconfidence about product sizes, which then results in greater size-estimation errors, and this mediation effect is stronger for unfamiliar products. However, the mediation effect is reversed with utilitarian motivations—PC users become more accurate in estimating product sizes. Overall, the findings encourage online retailers to consider their customers' device type as one of the factors influencing size-related returns; thus, optimizing their product showcases by carefully monitoring customers' device information, which is easily identifiable through websites, is important in improving the accuracy of product assessment.

中文翻译：

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调查设备类型、产品熟悉度和购物动机之间的相互作用对电子商务环境中产品尺寸估计准确性的影响

对不同设备条件的研究仍然很少，特别是关于它们如何影响在线购物者的产品评估。本研究调查了在线购物者的设备类型对其产品尺寸评估准确性的影响，并通过检查对产品尺寸、产品熟悉度和购物动机的信心的作用，首次揭示了这些影响背后的复杂机制。四项实验研究的结果表明，与智能手机相比，使用 PC（与智能手机）查看产品会导致更大的尺寸估计误差。适度中介分析表明，在 PC 上（相对于智能手机）查看产品会导致对产品尺寸过度自信，从而导致更大的尺寸估计错误，并且这种中介效应对于不熟悉的产品更强。然而，中介效应与功利动机相反——PC 用户在估计产品尺寸时变得更加准确。总体而言，调查结果鼓励在线零售商将客户的设备类型视为影响与尺寸相关的退货的因素之一；因此，通过仔细监控客户的设备信息来优化他们的产品展示，这些信息可以通过网站轻松识别，对于提高产品评估的准确性非常重要。