Mobile Purchase Research Articles

DAZH Mobile Application Concept Testing: A Purchase Intentions of Café Business Entrepreneurs in Nakhon Ratchasima Province, Thailand

The objective of this research is finding the raw materials purchasing behaviors variables which effect on purchasing behaviors of entrepreneurs in Nakhon Ratchasima Province, Thailand. The raw materials purchasing behaviors have been identified in 5 variables, business size, business model, business duration, number of employees and estimated income. The research found that the initial investment more than 24,000 USD is 47.7 percentage, initial investment 3,030-24,000 USD is 34.1 percentage and initial investment 1,000-3,000 USD is 18.2 percentage. Entrepreneurs have their own brands is 81.8 percentage and franchisee is 18.2 percentage. The business duration 1-3 years is 34.1 percentage and more than 5 years is 25.0 percentage. Number of employees at 1-3 employees is 60.5 percentage and 4-6 employees is 23.7percentage. Estimated monthly income less than 3,000 USD is 43.2 percentage and 3,001-6,000 USD is 36.4 percentage. DAZE mobile application purchase intentions of café business entrepreneurs, the café business entrepreneurs have an intention to purchase DAZE mobile application. The entrepreneurs found that the DAZE mobile application will give them on the purchasing time reduction, cost reduction and raw materials quality improvement respectively. The service charge acceptable rate is 1.01-3.00 USD/time which considered acceptable for café business entrepreneurs. If the service charge rate is going high, it will directly effect on their production costs.

The path to mobile shopping compatibility

The mobile technology involves an unexplored world of doing business and consumer behavioral change that constitutes a revolution in the application of technologies to marketing. A key factor in the adoption of mobile commerce is the compatibility that the consumer perceives with his/her life. Given that the research on compatibility with mobile purchases made so far treats it as an antecedent of adoption, this pioneer research studies the influencing role of two more personal factors (self-efficacy and innovativeness) and two factors more related to the shopping (involvement and perceived entertainment). The model was tested using PLS with information from 583 Mexican mobile buyers. Our results show a positive effect of innovativeness, involvement and perceived entertainment on compatibility. On the contrary, self-efficacy does not seem to influence the perception of compatibility of mobile shopping with consumer life. This work has important implications for the practice of professionals dedicated to mobile commerce.

FROM OFFLINE PRODUCT LAUNCH TO DIGITAL SALES PERFORMANCE

Digital channels have been rising to the major shopping paths from the past few years, yet it is interesting to notice that more and more digital retailers advance into offline channel nowadays due to the benefits. For example, the digital retailing giant Amazon opened its first bricks-and-mortar bookstore in 2015. Dell, which distributes its products only in the catalog and digital channels, entered the leading retail stores such as Best Buy and Walmart. The digital retailers’ strategy trend that moves into the real world reveals the unique and powerful capabilities of the offline distribution channel and the importance of launching products in the offline channel. Previous studies in marketing have investigated various complement and substitute impacts of offline channel introduction (i.e., Avery et al. 2012, Wang and Goldfarb 2017). However, most of the literature focus on the pc-based online channel and catalog, there is little research about the impact of offline channel introduction on smartphone-based mobile channel. Although mobile channel is similar to online channel in many ways (i.e., internet access and convenient shopping), it can be distinguished from online channel in terms of search and access, leading to a different interplay with offline channel. This research, therefore, aims to investigate how product launching in offline channel affects purchases in mobile channel versus online channel, and deepen the understanding by exploring the moderating effect of offline store intensity. Besides, we also explore the interaction between two digital channels: online channel and mobile channel. As most of the multi-channel retailers offer products in both online and mobile channels, it is incremental to know the interplay between these two digital channels. Using data from a representative multichannel retailer selling beauty products, we find the following three empirical results. First, product introduction in offline channel has a positive effect on online and mobile sales, and the effect is greater for mobile. Second, as offline store increases, the positive impact of offline product launch weakens on online channel, and even turns to negative once the number of offline stores reaches a threshold. However, the influence on mobile channel stays the same. The results reflect that the complementary interplay between offline and mobile channel is relatively stronger than between online channel. Finally, within the digital channels, online purchases only increase with the growth of sales performance within online channel, whereas mobile purchases are positively affected by both within mobile channel sales and across online channel sales. Our findings contribute critical academic and managerial implications for multichannel retailing.

Are you technologically prepared for mobile shopping?

ABSTRACT This study explores the influence of travellers’ technology readiness on variables derived from the Theory of Planned Behavior [Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. doi:10.1016/0749-5978(91)90020-T] in the context of mobile purchases of travel-related services. The model estimation, using structural equation modelling and data from 220 Spanish online buyers of travels, suggests that technologically ready customers are more prone to be persuaded by others’ opinions, perceive more control and have greater intentions to purchase a travel by mobile phone. In contrast, consumers’ technology readiness does not appear to improve their attitudes toward mobile phone advertising. This technology readiness construct partially extends the Theory of Planned Behavior and constitutes a primary determinant of consumers’ intentions to purchase travel services through mobile phones.

Determining the impact of brand equity on consumer purchase intention

In this study, it was attempted to determine which brand equity element is more effective regarding the mobile phone purchase of university students. Brand equity is defined in three dimensions which are brand awareness, perceived quality and brand loyalty. Data was collected by 1190 subjects studying at the faculties of Aksaray University. The data was tested by Structural Equation Modeling. As a result of the research, it was found that brand awareness affects perceived quality, but it does not affect the brand loyalty and overall brand value. Perceived quality affects brand loyalty and overall brand value, while the brand loyalty affects the overall brand value. Furthermore, it was found that overall brand value affects purchase intention.

쇼핑가치, 사용용이성, 유용성이 모바일 구매의도에 미치는 영향

쇼핑가치, 사용용이성, 유용성이 모바일 구매의도에 미치는 영향

What do we know about consumer m-shopping behaviour?

PurposeThe purpose of this paper is to provide a review of the mobile shopping (m-shopping) acceptance literature to bring international marketing and consumer research attention to m-shopping acceptance factors and limitations in current understandings to propose recommendations for further academic and retailing attention.Design/methodology/approachKeyword searches identified the consumer-focused literature across mobile commerce, m-shopping, mobile browsing and mobile purchasing, published in English language journals. A classification framework is created and a time frame is established to provide a more focused direction for research.FindingsDespite the growing popularity of consumers adopting m-shopping activities and the increasing academic attention, consumer m-shopping utilisation remains low and research into its causes remains in its infancy. This paper has subsequently identified a variety of recommendations for further research, including further insights into perceived risk, user vs non-user behaviours, the multi-stage shopping process, incorporation of time considerations and theoretical development.Originality/valueThere has yet been a review of the m-shopping literature collaborating literary findings and limitations in the consumer m-shopping environment. Three major themes arise in this paper. First, there are a variety of factors affecting consumer willingness to accept m-shopping which are often incorporated in existing theory in a sporadic manner. Second, factors can create positive and/or negative consumer perceptions, requiring further insight. Finally, research limitations predominantly surround theoretical and methodological constraints, prompting for wider geographical and more longitudinal approaches to research.

Mobile Shopping Through Applications: Understanding Application Possession and Mobile Purchase

Smartphones have penetrated rapidly and mobile shopping provides promising market opportunities for retailers. However, little is known about mobile shopping patterns and inferring these patterns from online shopping may provide misleading insights. We combine mobile log data and a mobile panel survey, and examine two stages in mobile shopping: the possession of shopping applications (hereafter, apps) and the purchase via shopping apps. Our exploratory investigation of mobile data and its empirical analyses provide three substantive findings. First, online experience and mobile experience both positively relate to the possession of shopping apps. Second, browsing behavior for non-shopping apps helps understand the possession of shopping apps as it reflects user preferences for acquiring more apps. Third, purchasing decisions are explained by digital experience (i.e., online experience and mobile experience) and browsing information from shopping apps, with other factors being of little predictive value. The implications for mobile retailing research and practice are discussed.

Evolving Digital and E-Commerce Trade Rules for Northeast Asia

Evolving Digital and E-Commerce Trade Rules for Northeast Asia

Young Consumers’ Perception of Problems and Usefulness of Mobile Shopping Applications

Objective : The objective of this paper is to explain how young consumers from Croatia perceive problems and usefulness of mobile shopping applications. Research Design & Methods : The paper is based on descriptive statistics of data collected in a wide-range survey on mobile commerce attitudes within young population in Croatia. The questionnaire was designed upon recent literature in the fields of electronic and mobile commerce. The quantitative data analysis regarding mobile application problems and usefulness was conducted on 276 validated questionnaires. Findings: The majority of young population in Croatia is experienced in smartphone usage and can be referred to as “handset generation”. They express a high level of satisfaction regarding mobile purchasing and have positive attitudes towards the usefulness of mobile shopping applications. They are aware of mobile purchasing obstacles and risks and perceive some of them as very important. Implications & Recommendations: The results of this study can be useful for researchers and practitioners in the retail industry. The findings can be used as a basis for adjusting policies towards mobile commerce within business strategies, not only in the retailing industry, but in other industries as well. Contribution & Value Added: The paper is a valuable contribution to research fields of retail marketing, retail management, electronic commerce and, especially, mobile commerce because it deals with primary data collected in a specific geographical market. As the authors developed their own set of questions, the presented findings can be used as a basis for future research in various markets and groups of consumers.

The effects of consumer and brand personality on mobile services purchase

The advent of telecommunication technology saw a growth of mobile service providers, particularly in the Malaysian market. Each service provider tends to offer competitive packages in their quest to attract customers. Nevertheless, the purchase of mobile services indirectly is influenced by the customers and brand personality. Hence, brand personality management is a critical part of a company's marketing program in today's global market. Despite the importance of brand personality in academia and practice, very limited empirical research has examined the determinant roles of brand personality on actual consumer brand purchase, particularly mobile services. Given its great potential usability for marketers and brand managers, this study conceptualises and examines the impact of consumer personality on brand personality and its subsequent effect on the Malaysian consumers brand purchase, focusing specifically on mobile services purchase. The empirical evidence from the study suggests that the consumer personality's dimensions have significant relationship with the mobile services brand personality. However, the results of this study indicate no differentiation of impact for mobile services brand personality on the actual mobile services purchase.

A Study of Purchase Decision and Its Affecting Factors for Mobile Shopping Among Smartphone Users

With the popularity of Smartphones and the improvement of shopping experience, mobile shopping has become a fashion. In the mobile terminal business market, mobile shopping is developing rapidly, and the mobile shopping has become an important supplement to the online shopping market. Whether mobile shopping will replace the PC online shopping has become a hot topic in the industry. Considering these, this research will adopt interview, questionnaires and server log files to collect data, and explore purchase decisions for mobile shopping among Smartphone users in China. We expect to find the factors affecting mobile shopping among Smartphone users and the relationship between these factors and mobile shopping decision–making model. We expect that the findings have important significance on the design of mobile purchase website and online marketing strategy making.

An Investigative Study of the Mobile Operating System and Handset Preference

Objectives: The primary objective of the study is to identify the factors influencing the handset purchase decision by considering the most commonly applicable factors in the region. There are various parameters range from Mobile operating system to brand of the handset and to features like visual appeal of the product to price of the mobile handset. This research will also discuss the role of branding of mobile operating system and mobile handset to understand which one is the most decisive factor in purchase decision in current times. With branding requirement of customers the study will also establish the role of loyalty in the handset arena. Methods/Statistical Analysis: To collect the data a structured questionnaire was used to personally interview the mobile users of Delhi/NCR region. The sample consisted of almost equal no of male and female respondents; 88 male (50.3%) and 87(49.7%) female. Independent t-test and ANOVA were used to examined whether the means of two or more groups, were statistically different from each other on the parameters such as Influencing factors of Handset purchase decision and perception on various aspects of mobile operating systems. Findings: Results shows that, there is a clear sign of the shift in mobile handset market, users are swiftly shifting from traditional Symbian mobile OS to a more user friendly interface. The users in India are willing to spend Rs. 10,000 to Rs. 20,000 for them the look and feel of the handset is still an important aspect along with features but, the concept of mobile handset loyalty is diminishing. The concept of loyalty is not limited to just mobile handset arena it covers the mobile OS as well. As per the findings less than 30% would stay with their present mobile OS. When considering the demographic perceptions of influencing factors in mobile purchasing decisions some significant differences have appeared in the study which may offer a marketer with insight and understanding of what offering is to be delivered to whom. Applications/ Improvements: Brands must realize that marketing promotions are playing fewer roles in consumer attraction as many consumers purchase handsets based on their opinion of mobile OS or mobile handset. As highly qualified people prefer handset brands, manufacturers may work towards this area of branding as it implicates trust, reliability and a reduced psychological risk. Considering the mobile features it is becoming highly essential for younger generation to stay connected on the go, this requires a handset with all the essential connectivity tools like Wi-Fi network, instant messaging, social networking, web browser all along with one of the most essential component of a mobile ‘The Camera’. Keywords: Mobile Technology, Mobile Handset, Mobile Operation System, Mobile Loyalty

What makes services customers say “buy it with a mobile phone”?

Purpose This study aims to explore the issue of word of mouth (WOM) about mobile shopping, including activities conducted by consumers using a wireless internet connection to make a purchase. The objective is to ascertain the determinants of m-shoppers’ WOM. Design/methodology/approach This study uses a causal model to examine how satisfaction, perceived control, perceived entertainment and subjective norms affect WOM about mobile commerce. The authors treated a sample of 447 Spanish mobile phone buyers and applied different sound theoretical approaches to support the research. Findings Shopping experience, control over the process, group influence and satisfaction with mobile purchasing affect subsequent WOM shopping recommendations by innovative and pioneer mobile shoppers. Besides, entertainment, group influence, shopping experience and perceived control influence customer satisfaction in mobile shopping contexts. Originality/value This research provides a better understanding of WOM regarding m-shopping and contributes by outlining important variables for recommending WOM regarding m-shopping, which is key in the m-shopping diffusion. To the best of the authors’ knowledge, this is a pioneer study in Europe focusing on these variables for addressing the ways of achieving m-shopper WOM and one of the few addressing WOM in the m-shopping context. This study is based on information collected from real buyers, who are pioneer in m-shopping.

The Effect of Benefits of Mobile Application use-Diffusion and Purchase Intention in Service Management

Background/Objectives: One of the biggest recent issues in the communication market is the explosive distribution of smart phones. One of the reasons why a smart phone could have seen this rapid distribution in terms of the service management is because it enables the access to the Internet without getting restricted by place and time through customization by a user, unlike a feature phone which only has the existing functions mounted on that were already chosen by a suppler. The other reason is because of its applications. Methods/Statistical Analysis: This study performed a survey for a sample of people who have ever used the online shopping applications. It is looking on the demographic characteristics, among a total of 215 people. In order to verify the formed hypotheses and models, this study evaluated reliability using the Cronbach's Alpha scale and it was found that the high reliability had been acquired as most of the variables showed high values above 0.8. In advance of the verification of hypotheses, the reliability analysis was carried out to examine reliability of the measurement items for each construction concept used in this study. Also, to verify the hypotheses of this thesis, a structural equating model was set up and a path analysis of the relationship between construction concepts was carried out. Findings: This study aimed to make an empirical investigation of the impact of each of the different convenience types of mobile applications on the usage and the use diversity, consider the process of use diffusion and find out whether there is a difference in the effect of each convenience type on the use-diffusion. According to the findings of this study, it was firstly shown that the effect of each convenience type on the use-diffusion is different and secondly, it appeared that the more various functions of the mobile applications are used, the usage increases. Improvements/Applications: It is supposed that the portability and accessibility was less easy because they were the studies for a PC. On the other hand, in case of a mobile phone like in this study, it has the excellent portability and accessibility compared to anything else including a PC. Therefore, it is supposed that more usage and more chances to access to its functions must have had a positive impact on the increase of the usage.

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.

모바일 광고 특성이 모바일 광고 태도와 구매의도에 미치는 영향

모바일 광고 특성이 모바일 광고 태도와 구매의도에 미치는 영향

Understanding consumers’ continuance intention towards mobile purchase: A theoretical framework and empirical study – A case of China

Although mobile purchase is convenient in the age of mobile commerce, many consumers still do not utilize mobile purchase to its full potential. From the mobile vendor’s perspective, retaining current customers and facilitating their continued purchase are crucial to create profitability and achieve a sustainable development. An understanding of the continuance intention towards mobile purchase can provide insights into mobile vendors’ marketing campaigns. Therefore, it is important to examine the determinants that impact continuance intentions of consumers for mobile purchase. Drawing upon information success model, flow theory and trust, this study proposed and empirically tested an integrated model to better understand the determinants of consumers’ continued intention to purchase on mobile sites. Empirical data from 462 users who had experience with mobile purchase were tested against the proposed research model by using structural equation modelling (SEM). The results indicated that information quality, and privacy and security concerns are the main factors affecting trust, whereas service quality is the main factor affecting flow. System quality, and privacy and security concerns affect satisfaction. Trust affects flow, which in turn affects satisfaction. These three factors together affect continued intention towards mobile purchase. The findings of this study provide several important implications for mobile commerce research and practice.

Mobile Fleet Economic Efficiency Calculation in International Road Transport

Activity efficiency of economic entity in transport business considerably depends on appropriate mobile fleet choice. As a rule, reliable, having low exploitation costs and well-designed maintenance stations extensive network, trucks secure sound financial position for transport enterprises which carry out efficient organization of freight forwarding business. Mobile fleet purchase conditions are much worse than in European counties: leasing and credit rates are 3 – 4 times lower, and price itself is lower too. Our government decree which foresees disposal fee implementation makes the situation even worse. It’s a serious issue and it should be solved, for under conditions of freight rates decrease, mobile fleet upgrading expenditures become more significant. DOI: 10.5901/mjss.2015.v6n2s4p59

Weather and Mobile Purchases: 10-Million-User Field Study

Although weather may profoundly affect people’s daily life, marketers rarely commit resources for launching weather-related business strategies due to the fleeting nature of weather. However, mobile technology is now changing the speed of business and the business of weather. Facebook and Twitter, who earn the majority of their advertising revenue from mobiles, are contemplating on how to target customers based on specific weather conditions. This study exploits a field dataset with ten million smartphone users to identify the role of weather in mobile ad effectiveness. Our empirical identification strategy is to isolate the effects of weather after controlling for geographic locations which have different latitudes and altitudes that are naturally correlated with weather conditions. We also check the robustness in results by testing the effects over and beyond wind direction, wind power, temperature extremes and ranges, using different measures for weather, and accounting for weekday vs. weekend conditions, competitive effects, and hazardous conditions. In further dealing with endogenous concerns and ruling out alternative explanations, our identification strategy includes the use of forecasts and unexpected changes in weather. The results indicate that mobile purchases are significantly higher (lower) on days with more sunshine (precipitation) than those on cloudy days. In terms of the odds ratio of purchase likelihood, there is a 31% increase in sunny weather and a 9% decrease in wet weather when compared with cloudy weather, holding other things constant. Survival model analyses at the hourly level suggest that the hazard rate or purchase speed would be 41.93% faster (49.87% slower) in sunny (rainy) weather. With over 150 million users of weather apps, there are 2 billion checks of weather each day. Managers may take actionable steps of avoiding prevention-framing on sunny days but using it on rainy, snowy, foggy, and stormy days to boost the purchase of digital goods on smartphones.