Mobile shopping among young consumers: an empirical study in an emerging market

Abstract

Purpose Superior functionality of smartphones makes them a potential retailing channel, despite their slow adoption. The purpose of this paper is to identify convenience factors that influence consumption experience and intention to continue shopping on a mobile phone. Design/methodology/approach This study was carried out on students using a survey method. This study was conducted in the National Capital Region of India due to its large and diverse population. A purposive sampling technique was used to contact 380 respondents. Findings The data were analysed using a structural equation model. The results indicate search and possession convenience to be positively related to consumption experience while search, evaluation and post-purchase convenience are positively related to continuance usage intention. The findings of this study provide evidence that mobile phone is an effective channel for shopping due to search, evaluation, possession and post-purchase convenience. Research limitations/implications This study used student population between the age group of 20 and 30 years, thereby limiting the generality of the results. Practical implications This study provides insights to retailers and brand managers for crafting their mobile marketing strategies. Originality/value This study explores and uncovers, for the first time, convenience dimensions of a mobile shopping channel across various stages of consumers’ purchase cycle.

Personalised Content in Mobile Applications and Purchase Intentions: An Exploratory Study

“…In a mobile shopping platform convenience is mostly determined by the ease in accessing, searching and evaluating (Beauchamp and Ponder, 2010). During a mobile shopping journey consumers" can allegedly experience frustration due to overload of information, nonetheless a personalised content can offer a significant value for the customer by facilitating the process (Mahapatra, 2017;Kwon and Kim, 2012). More precisely, Seiders et al (2007) stated that the personalised content offers the convenience that the consumer desires as accessing and researching the retailer"s products is less complex and more targeted.…”

“…It is assumed that there is a positive relationship between convenience and personalised content (Mahapatra, 2017). Personalised content tends to facilitate the mobile shopping process as it speeds up the process and requires less cognitive and psychological effort (Kwon and Kim, 2012;Seiders et al, 2007).…”

“…Extensive research has been conducted to determine what motivates customer"s intent to purchase; two motivational triggers have been identified: utilitarian and hedonic motivations (Babin et al, 1994;Yang and Kim, 2012;Mahapatra, 2017;Papas et al, 2014;Anderson et al, 2014). "Utilitarian motivations relate to the functionality of shopping, while hedonic motivations are defined as consumers‫׳‬ enjoyment of the shopping experience itself" (Anderson et.…”

“…Personalized content enables consumers purchases by enhancing convenience in terms of time and effort on finding and purchasing the desired products (Kwon and Kim, 2012). More precisely, personalised recommendations and offers in consumers" busy daily lives is perceived as a unique treat which facilitates their evaluation and decision making process (Mahapatra, 2017;Zhang et al, 2012). Considering also the possible issues the mobile devices" screen size may instigate, a well-structured and convenient personalised layout would improve the shopping experience (Wang et al, 2015).…”

Pemanfaatan M-Retailing dengan Dukungan Layanan Cash on Delivery pada Swalayan

“…Bentuk keterlibatan konsumen yang memiliki pengaruh terhadap pertumbuhan bisnis adalah penggunaan perangkat mobile yang didukung oleh koneksi internet untuk melakukan kegiatan belanja [6]. Pemakaian teknologi mobile sangat efektif dalam kegiatan berbelanja karena dengan teknologi ini dapat memberikan kemudahan dalam pencarian, kenyamanan pasca pembelian, mobilitas dan fleksibilitas dari perangkat mobile tersebut [7,8,9]. Pertumbuhan internet dewasa ini sangat berperan dalam pergeseran paradigma perilaku konsumen terhadap belanja online dan ini sekaligus menjadi pemicu pada pertumbuhan online retailing [10].…”