Abstract: The influence of social, local and mobile factors in the context of SoLoMo on consumer psychology and behaviors has formed a shopping life cycle model different form that in the context of traditional network environment. This model is made up of five cyclic stages, including demand generation, information retrieval, online transaction, offline consumption, online evaluation and sharing. In each stage, the consumers’ mental models have different characteristics. With consumption experience and interaction as the core, the model shows that consumers can complete all the stages whenever and wherever possible. Therefore, online merchants should enhance their ability of interaction and communication with consumers in each stage of the life cycle model and provide better personalized service experience to consumers, so as to achieve a win-win situation between them.

Key words: SoLoMo; shopping life cycle; experience; interaction; mental model