Differences between mobile and non-mobile buyers: comparing attitudinal, motive-related, and media behaviour

Abstract

The aim of this study is to investigate the disparities between different types of consumers with respect to their mobile shopping (m-shopping) attitude, shopping motives, and media usage behaviour when practising online shopping. Thus, this study is the first to combine three different consumer viewpoints to provide an enhanced consumer picture. The findings are as follows. First, non-m-buyers' attitude towards m-shopping is crucially formed by function-orientated aspects, and they prefer to engage more in exploring stores than in certain m-buying activities when they use smartphones. In contrast, m-buyers strive for more flexibility in meeting their recreational needs, since they have a hedonically compelled attitude towards m-shopping. Second, both groups regard m-shopping convenience as a basic requirement that must be fulfilled; otherwise, m-shopping is not useful to them at all. Moreover, contrary to non-m-buyers, the empirical outcomes suggest that m-buyers are multi-device shoppers because they engage heavily in online shopping and use portable media to a large degree, meaning that they are not restricted to a local environment.

Empirical analysis of internet and mobile banking in Malaysia

“…However, online or mobile buyers are multi-device consumers. They can shop online and offline, using physical cash, e-wallets, internet or mobile banking (Groß, 2020) to pay for their purchases. Consumers may not always use the internet or mobile payment to pay for online purchases.…”