Mobile Purchase Intention Research Articles

The Effect of MWOM Through the WhatsApp Platform Toward Customers Purchase Intention

The rapid growth of technology has transformed conventional word of mouth (WOM) into Electronic Word of Mouth (eWOM). E-WOM on mobile devices is known as Electronic Word of Mouth Mobile Messaging Application (MWOM), such as WhatsApp, Facebook Messenger, Line, and WeChat. Many researchers assess the eWOM, but there's very little research about the MWOM. In fact, it's a big opportunity to do MWOM marketing strategies, especially on WhatsApp, which is the most popular media chat application in Indonesia. However, the SYFO company has not yet been effective with its MWOM WhatsApp marketing. This study aims to study the case of the SYFO company by identifying the MWOM factor through WhatsApp toward customer purchase intention and giving recommendations to optimize the MWOM. The researchers assessed nine variables, and a total of 119 respondents were chosen. With quantitative methods, the data gained from a survey through a questionnaire. The collected data will then be analyzed using the PLS-SEM feature in SmartPLS 4.0. The results show that information usefulness can have an effect on information adoption. Then, information adoption can have an effect on purchase intention (mobile purchase intention, offline purchase intention, and social purchase intention). Unexpectedly, attitude toward information cannot have an effect on offline purchase intention. The SYFO company or another company with a similar background may use the results of the analysis of this research to gain insight and implement the findings within the company.

Purchase Intention in Mobile Commerce in Croatia: The Attribution Theory Perspective and the Role of Consumer Innovativeness

This study investigates the drivers of consumers’ intentions to purchase advertised products and services via mobile devices from a consumer perspective using attribution theory as a framework. It explores whether the cause of purchase intention is attributed internally or externally and how these attributions influence it. The data collected from mobile shoppers in Croatia were analyzed using structural equation modeling (SEM). The findings show that mobile purchase intention can be attributed to the internal attribution related to the perceived importance of websites’ characteristics, unlike attitudes toward mobile advertising (internal attribution) or security and privacy aspects (external attributions). Consumer innovativeness is a crucial internal attribution that moderates the effect of the attitude toward mobile advertising on purchase intention positively and negatively the impact of perceived importance of websites’ characteristics on the purchase intention. Marketers should encourage main internal and stable attributions as preconditions of consumers’ intentions.

The fashion retailer's opportunity: effect of deal-seeking behavior on mobile shopping intention of showroomers

PurposeThis study aims to examine the positive impact of showrooming on the fashion retail business by examining the interrelationship between deal-seeking on mobile devices and digital coupon redemption intention on mobile shopping intention.Design/methodology/approachPurposive sampling was used to obtain data from 496 fashion apparel customers using the database of an online survey collection platform. Stimulus organism response (S-O-R) theory was used to examine the influence of showrooming on showroomers' mobile shopping intentions.FindingsThe findings suggest price consciousness is negatively related to showrooming and product involvement is positively related. In addition, showrooming affects the intention to redeem digital coupons and mobile deal-seeking. The intention to redeem digital coupons boosted mobile deal-seeking behavior. The impact of mobile deal-seeking on showroomers' mobile purchase intention is significant.Research limitations/implicationsThis research focused on fashion product consumers and generalization of the findings may be limited. The literature on positive effect of showrooming phenomenon on brick-and-mortar stores are scarce further extensive research may provide substantial generalization.Practical implicationsThis demonstrates how showroomers may be successfully enticed to make purchases on the Brick-and-Mortar (B&M) store's online channel.Originality/valueThis study provides insights on navigating the showroomers into online channel customers.

The Influence of E-Servicescape on Mobile Shopping Intention: The Mediating Role of Customer Satisfaction

Abstract This paper aims to investigate, through aesthetic appeal, layout and functionality, interactivity and financial security, the impact of generation X perceptions of the e-servicescape in mobile shopping on perceived value and customer satisfaction following the sequence of the S–O–R framework. A survey involved 231 generation X respondents who shopped using mobile apps at least one mobile purchase in the past six months. The collected data were analysed using Structural Equation Modelling (SEM), Partial Least Square (PLS). The results revealed that aesthetic appeal, layout and functionality and interactivity could influence the perceived value and would lead to the mobile shopping intention, whilst customer satisfaction could impact the perceive value and mobile shopping intention through the mediating process. This research provides insight into the new effects of each dimension of e-servicescape on perceived value, customer satisfaction and the mobile purchase intention, thus improving the existing knowledge in the field of servicescape and mobile shopping customer behaviour.

Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality

The fashion industry is undergoing a digital transformation due to the emergence of new shopping channels and external factors such as the COVID-19 pandemic. This study examined the relationship between virtual fitting (VF) experience satisfaction, brand advocacy, mobile purchase intention, and offline purchase intention from an omnichannel perspective to understand how VF based on augmented reality (AR) impacts the customer purchase journey. The study also investigated the moderating effect of a customer’s product involvement, which is a personal characteristic. The results reveal that high satisfaction with the VF experience had a positive effect only on mobile purchase intentions. Brand advocacy formed after the VF experience had a positive effect on both mobile and offline purchase intentions and showed a mediating effect in the relationship between VF experience satisfaction and purchase intention. The moderating effect of product involvement was also confirmed. Moreover, a significantly negative influence of VF experience satisfaction on offline purchase intention was detected for customers who were more involved in sneakers products. These results indicate that VF, which is used as a tool in shopping apps, can achieve customer satisfaction and drive mobile purchases, thus leading to offline purchases based on brand advocacy.

A Holistic Model Proposal to Better Understand Mobile Purchases

This research suggests a model to explain mobile purchase intention via smartphones based on the technology acceptance model to which specific variables to the m-commerce context were added: perceived risk, innovativeness, ubiquity, and trust in mobile internet. To that aim, a quantitative study was conducted with 400 French mobile users (200 buyers and 200 non-buyers) and was based on a purchase simulation of a train ticket on a mobile site up to the point of payment. The results show that the usefulness (explained by the innovativeness, the ubiquity and trust toward mobile Internet) and the perceived risk (explained by the innovativeness) have an impact on the intention to use unlike the perceived ease of use.

The Impact of Social Crowding on Consumers' Online Mobile Shopping: Evidence from Behavior and ERPs.

PurposeSocial crowding refers to the extent of social presence and proximity to others. A large number of studies have explored the effect of social crowding on consumers’ feelings and behaviours in real shopping scenes, whereas few studies have examined the potential marketing effect of social crowding on online mobile consumption behaviour despite mobile commerce’s increasing popularity in recent years. The current intends to explore the effect of social crowding on online mobile purchase and its underlying neural basis.MethodsThe current study employed a questionnaire survey and an implicit panic buying experiment, in which the participants were asked to press the button as soon as possible to buy the showed product. A 2-level social crowding (low vs high) × 2-level feedback of panic buying (success vs fail) design was employed to test the negative impact of social crowding on consumers’ online mobile purchase intention by using electroencephalogram (EEG) recordings.ResultsBehaviorally, participants showed higher purchase intention in low social crowding environment compared with the high crowding condition. The event-related potentials (ERPs) results indicated that consumers had a higher affective/motivational evaluation (reflected in a smaller feedback-related negativity (FRN) amplitude) regarding the successful rather than the failing feedback in the low social crowding condition. However, this difference was not detected in the high social crowding condition. Meanwhile, more attentional resources (reflected in a greater P300 amplitude) were directed toward processing the feedback outcomes in the low rather than the high social crowding condition.ConclusionThe current study provided neurophysiological response that social crowding negatively influences consumers’ online purchase intention. Some implications for theory and practice were also discussed.

Text me on WhatsApp, let us talk about brands! The power of mobile word of mouth on mobile purchase intention

The aim of this research is to examine the impacts of MWOM conversations in mobile messaging applications on mobile purchase intention. With this purpose, we developed a conceptual model based on the information acceptance model (IACM). Data collected from 385 participants were analysed using structural equation modelling (SEM). The results support the proposed model and provide both theoretical and practical implications for marketers. This study demonstrates that MWOM in messaging applications has a significant positive impact on mobile purchase intention, which in turn affects both social commerce intention and offline purchase intention.

Text me on WhatsApp, let us talk about brands! The power of mobile word of mouth on mobile purchase intention

The aim of this research is to examine the impacts of MWOM conversations in mobile messaging applications on mobile purchase intention. With this purpose, we developed a conceptual model based on the information acceptance model (IACM). Data collected from 385 participants were analysed using structural equation modelling (SEM). The results support the proposed model and provide both theoretical and practical implications for marketers. This study demonstrates that MWOM in messaging applications has a significant positive impact on mobile purchase intention, which in turn affects both social commerce intention and offline purchase intention.

쇼핑가치, 사용용이성, 유용성이 모바일 구매의도에 미치는 영향

쇼핑가치, 사용용이성, 유용성이 모바일 구매의도에 미치는 영향

ASSESSING THE PURCHASE INTENTION OF MALAYSIAN GENERATION Y IN MOBILE SHOPPING

Generation Y is known as Millennials and also acknowledged as sophisticated and technology wise for which the internet became their forte. With the advancements of Internet technology especially the usage of smartphone to shop online, mobile shopping in this generation is significant and critical for exploration. While a large number of mobile phone consumers are connected to the Internet, it is also variety of online promotion appears aggressively to attract the customers’. As such research on what drives consumers to purchase online has typically been fragmented. In Malaysia setting, it is reported that- mobile phone users were dominated by generation Y users. As the reports indicate, users fully embrace the concept of getting connected everywhere at any time. With pattern showing increasing consumer subscriptions for mobile data usage, it thus indicates the importance of the purchase intentions of online users among Gen Y. The aim of this paper is to model the effect of the Gen Y consumers’ usefulness, ease of use and enjoyment of their online behaviours on mobile purchase intention. This research is to propose that when Gen Y consumers shop online through mobile applications, their behaviour such as perceived usefulness, perceived ease of use and perceived enjoyment are the important factor to influence the consumer’s intention. To test this proposition, one hundred and sixty usable responses were collected using non-probability sampling. The conceptual model was tested using correlation and regression analysis. The findings show that the effect of a consumer’s perception on the usefulness, ease of use and enjoyment of mobile shopping towards purchase intentions were significant. We conclude that Gen Y has a strong influence on mobile purchase intentions. Research implications, limitations and suggestions for future researches were also discussed. Keywords : Gen Y, usefulness, ease of use, enjoyment and mobile purchase intention.

An empirical examination of the determinants of mobile purchase

As en emerging service, mobile purchase has not received wide adoption among users. Drawing on the trust and flow theory, this research identified the factors affecting user adoption of mobile purchase. We conducted data analysis with structural equation modeling (SEM). The results indicated that contextual offering has strong effects on trust, flow, and perceived usefulness. In addition, structural assurance affects trust. Trust affects flow, which further affects perceived usefulness. These three factors determine mobile purchase intention.