Mobile Shopping Consumers’ Behavior: An Exploratory Study and Review

Abstract

Mobile Technology is creating a range of tremendous opportunities and new revenue streams for businesses across industry sectors through the delivery of chargeable mobile products and services via the deployment of innovative value-added solutions that exploit the commercial benefits of mobility. To keep up with the pace of change, companies increasingly want to understand the behavioral attitude of the modern mobile consumer. The aim of this paper is to find out users' reaction towards different parameters that would influence their intention to utilize their mobile devices in order to purchase products and services online focusing on the current Greek reality. The extant literature focuses on understanding the factors that might affect consumers' behavior intention to adopt m-shopping; these studies are mostly based on behavioral intention theories, such as Technology Acceptance Model, Diffusion of Innovation and Unified Theory of Acceptance and Use of Technology. In this study, new theoretical constructs are combined with existing evidence in order to extend the Technology Acceptance Model as it was initially established by Davis and later further enriched by other researchers. The proposed model includes behavioral intention, mobile skillfulness, enjoyment, anxiety, perceived usefulness, perceived ease of use, trust, relationship drivers, and innovativeness.According to [62], the volume of m-commerce is growing at 39 percent each year and was estimated to have reached US$31 billion by 2016. The increased mobile phone usage during daily activities, and new areas of mobile integration such as m-Payments, reveals that the connected-consumer is here to stay [28].Mobile devices have reached critical mass, with a majority of consumers, 80% of global consumers in both developed and high-growth economies, now owning a mobile phone. Still a relatively new application, m-Payment usage is gaining traction globally. 47% of the consumers in emerging markets reported using their phones to make in-store payments. In developed markets, 20% of the consumers reported using their phones to make in-store payments and 30% indicated interest. In developed markets, more northern Europeans use m-Payments for transport whereas central and southern Europe uses them more on food / shopping (lifestyle). One-third of ecommerce's business worldwide is transacted via mobile devices, and the number of smartphone and/or tablet users making purchases on their mobile devices will increase significantly in the years ahead [99].With the consumer shift to mobile-first now fully underway, brands and marketers are constantly seeking to better understand consumer mobile preferences, transforming their mobile operating models, strategies and processes, while answering consumer demand for more personalized and contextually-relevant experiences, as well as instant access to products and services. When in stores, mobile shoppers tend to scan product barcodes and read reviews more often than computer-based shoppers and therefore "require different sales,...

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