Abstract
This study explores the potential of smart mobile services to enhance online and offline shopping. Three prototypes were designed and implemented on smart phones and smart watches. Thirty young adults participated in the experiment to evaluate these prototypes. The results indicate that satisfaction with smart services is influenced by characteristics such as innovativeness, current shopping behavior, and design of prototypes. Positive feedback was generally given towards smart mobile services, but there were mixed attitudes towards key features. First, participants with a utilitarian motivation liked the indoor navigation feature, but those with a hedonic motivation enjoyed exploration. Second, in the area of big data, participants wanted more control over recommendations and more protection of privacy. Third, participants wanted to make mobile payments but were concerned about security. Finally, developers of new technology for smart mobile services should consider practicability.
Highlights
The prevalence of e-commerce enables retailers to reach an expanded customer base, shopping anytime and anywhere
If participants’ responses to the two pairs of reverse questions were not consistent, their questionnaires were excluded from further analysis
This study explored the potential of smart mobile services to enhance the online and offline shopping experience
Summary
The prevalence of e-commerce enables retailers to reach an expanded customer base, shopping anytime and anywhere. Following that was the rapid growth of e-tailing in Brazil (34%) and Russia (39%), which outpaced the United States (17%) [1]. With such a high growth rate in the e-tailing market, there is a need for cross-channel shopping. As e-commerce thrives, many brick-and-mortar stores expand their online channel. This trend was termed O2O commerce, which originally meant onlineto-offline commerce [2]. This was later extended to cross-channel shopping
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