Abstract
This study examines the influence of various drivers (shopping motivations, i.e., convenience, cost saving, entertainment and social interaction seeking, innovativeness with technology and age) on attitude toward mobile communication and interest in a retailer’s mobile application in the fashion industry. Three thousand one hundred and thirty-six respondents, all customers of a large fashion retailer and owners of mobile devices (smartphone and/or electronic tablet) were surveyed using an online questionnaire. The results show that consumers who find shopping fun and are highly innovative technologically are the most interested in mobile marketing. Cost saving does not significantly drive mobile marketing but age has a negative influence. These results improve our understanding of drivers of mobile marketing in relation with communication and shopping in a sector where mobile proximity strategies are being developed to engage customers and develop their loyalty. Managerial implications related to targeting, communication, and content development are presented.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.