Mobile Shopping Research Articles

The Mediating Role of Commitment in The Relationship Between Mobile Service Quality and Mobile Shopping Customer Loyalty in Malaysia

Online shopping is becoming increasingly important in the current era, rendering comprehension of consumer online shopping habits crucial. This notion rings true in the context of users and companies alike, thereby emerging as a big concern for e-commerce managers and researchers. One may assume that only by understanding the factors influencing consumer buying intentions for fashion items online will companies be better-positioned for meeting consumer needs. In this analysis, the relationship between customer online purchasing intentions and selected factors was investigated, specifically consumer innovativeness, fashion innovativeness, and fashion involvement. Quantitative research was implemented in the process, involving fashion online shoppers in Malaysia as the respondents after being selected via quota sampling from the ten most popular fashion shopping websites in Malaysia. The statistical method of Partial Least Square – Structural Equation Modelling (PLS-SEM) was then employed for the proposed model testing. The findings subsequently revealed the positive effects of consumer innovativeness, and fashion involvement on online purchase intention, whereas any significant relationship between the variable with fashion innovativeness was absent. However, this analysis was conducted in Malaysia; therefore, the results could be different if tested in other countries. Hence, similar studies related to fashion online purchase intention should be replicated in other Asian countries in the future.

The Mediating Role of Commitment in The Relationship Between Mobile Service Quality and Mobile Shopping Customer Loyalty in Malaysia

Online shopping is becoming increasingly important in the current era, rendering comprehension of consumer online shopping habits crucial. This notion rings true in the context of users and companies alike, thereby emerging as a big concern for e-commerce managers and researchers. One may assume that only by understanding the factors influencing consumer buying intentions for fashion items online will companies be better-positioned for meeting consumer needs. In this analysis, the relationship between customer online purchasing intentions and selected factors was investigated, specifically consumer innovativeness, fashion innovativeness, and fashion involvement. Quantitative research was implemented in the process, involving fashion online shoppers in Malaysia as the respondents after being selected via quota sampling from the ten most popular fashion shopping websites in Malaysia. The statistical method of Partial Least Square – Structural Equation Modelling (PLS-SEM) was then employed for the proposed model testing. The findings subsequently revealed the positive effects of consumer innovativeness, and fashion involvement on online purchase intention, whereas any significant relationship between the variable with fashion innovativeness was absent. However, this analysis was conducted in Malaysia; therefore, the results could be different if tested in other countries. Hence, similar studies related to fashion online purchase intention should be replicated in other Asian countries in the future.

Are men from Mars, women from Venus? Examining gender differences towards continuous use intention of branded apps

In this age of technology, consumers have become comfortable shopping with their mobile devices. In light of this growing trend, the branded app market has grown steadily, surpassing all other types of mobile commerce. Although many retail businesses go mobile, consumers’ continuous use of the branded app remains a key challenge in gaining a competitive advantage in the contemporary market. By integrating both the stimulus-organism-response (S–O-R) model and gender schema theory (GST), this study aims to investigate how gender differences affect the factors that drive branded app continuous use intention (CUI). Survey data collected from 715 millennial mobile shoppers were analyzed using the partial least squares-structural equation modeling (PLS-SEM) technique. The results demonstrate that telepresence and social presence have a significant effect on customer engagement (CE) and value co-creation (VCC), which consequently impact CUI. Furthermore, the moderation results indicate that both genders play rather different roles in the proposed relations. Therefore, our work contributes to the information system and consumer behavior literature, while providing practitioners with useful information about effective strategies to drive the continuous usage of a branded app.

Looking backwards to move forwards: assessing the informativeness of mobile shoppable video

ABSTRACT For both marketing professionals and researchers, what is shiny and new continues to captivate. The latest ‘it’ thing that marketers are gravitating towards is shoppable video where brands and retailers emphasize, entertain and engage consumers with mobile content that is directly ‘shoppable.’ In this new temporal and spatial interactive context, this study dissects the informative content of shoppable videos to develop an initial and comprehensive understanding of mobile shoppable videos. A content analysis of 200 shoppable videos utilizing emotional soft-sell type appeals, utilitarian hard-sell type appeals and humor appeals indicates that utilitarian-focused hard-sell shoppable videos dominate this new landscape thus creating a mobile shopping experience that relies on a hard-sell approach. Under an evolutionary perspective, the content of mobile shoppable videos or ‘digital direct-response ads’ was then compared to the content of direct-response infomercials to account for the modernization bias of digital marketing and explore how the informativeness of shoppable videos evolves and adapts over time. Findings suggest that mobile-designed creative executions adapt the hard-sell standard and feature significantly fewer mentions of price, special offers and guarantees, new ideas, and company research as they contextually adapt. It shows in the future-obsessed digital arena, old and dreary formats can conceptually and practically inform ‘next generation’ ‘revolutionary’ formats, which provides a foundation for future research into mobile shoppable video and updates marketing best practices.

Mobile shopping intentions: Do trustworthiness and culture Matter?

Mobile shopping intentions: Do trustworthiness and culture Matter?

Understanding the consumer acceptance of mobile shopping: the role of consumer shopping orientations and mobile shopping touchpoints

ABSTRACT Current research emphasizes that consumer acceptance of mobile (m-)shopping increases overall order rate and size. However, there has been little knowledge on factors determining this acceptance. This study develops and empirically tests a model explaining the consumer acceptance of m-shopping by incorporating intrinsic (perceived enjoyment) and extrinsic (perceived usefulness, perceived ease of use) behavioural beliefs as well as consumer shopping orientations. A quantitative survey conducted among German smartphone users across different age groups reveals that both intrinsic and extrinsic beliefs determine consumer acceptance of m-shopping, while consumer shopping orientations shape the beliefs of m-shopping. In particular, the greater the consumers’ brand consciousness, novelty-seeking tendency, and impulsiveness the greater the perceived usefulness and/or enjoyment of m-shopping; however, consumers’ convenience consciousness weakens the perceived enjoyment. The results further indicate that the effects of shopping orientations on the beliefs are largely independent of the type of m-shopping touchpoint (i.e., m-app and m-browser). The findings provide recommendations for retailers on how to promote m-shopping and offer scholars a broad and consumer-oriented explanation of the acceptance of m-shopping.

PERAN KEPERCAYAAN DAN SIKAP TERHADAP MOBILE SHOPPING UNTUK MENINGKATKAN NIAT PEMBELIAN ULANG

The world has now entered the era of the Industrial Revolution 4.0, where in this era the world was colored by artificial intelligence (artificial intelligence), genetic engineering, nanotechnology, innovation, and changes that occurred rapidly had an impact on the economy, industry, government, and politics. Industry 4.0 is more likely to lead to business activities using digital platforms such as mobile shopping, e-commerce, marketplaces, and so on. The characteristic of online shopping is that it must be simple and fun, and with a very varied platform can increase its own trust in consumers to shop online. This study aims to develop the concept of a business platform that can affect the perceived usefulness and perceived enjoyment of the millennial generation in online shopping. This concept focuses on one's repurchase intention to do online shopping which is influenced by the existence of so many business platforms and provide different services. The population used is characteristic of the millennial generation in Central Java. This sampling technique using purposive sampling method. The samples used amounted to more than 100 millennials in Central Java, and who frequently use business platforms/applications in online shopping. Data analysis techniques using regression with SPSS

Relation of impulsive urges and sustainable purchase decisions in the personalized environment of social media

Abstract The growing adoption of social media has transformed consumption patterns. Mounting evidence asserts the unnecessary spending as one of the key drivers to influence climate change. Excessive consumption is rooted in impulsive shopping, and individuals are inclined to spend due to social media's personalized environment. Extant literature is limited to demonstrate the role of personalized advertising in sustainable purchase decisions. This study makes a novel attempt to explore a possible association between personalized advertising and sustainable purchase decision through a psychological mechanism following the theory of reasoned action and stimulus-organism-response framework. The structural equation modeling analyzing the data of 713 Chinese experienced social media users unveil that personalized advertising positively influences the urge to buy impulsively through the mediation of impulse buying tendency. Mobile shopping attitude stimulates users to buy impulsively though its interaction effect was insignificant. Unexpectedly, impulsive urges positively affect sustainable purchase decisions. Moreover, environmental knowledge lessens the impulsive urges. The neural network analysis indicates the robustness of integrated constructs.

The influence of consumer personality traits on mobile shopping intention

Purpose This study aims to increase the understanding of the drivers of mobile shopping, by analyzing when and how two personality traits – value consciousness and shopping enjoyment – impact mobile shopping intention through usefulness and ease-of-use perceptions. Design/methodology/approach To test the conditioned indirect effects, path analysis is used. Findings The results indicate that both consumers’ value consciousness and shopping enjoyment have a positive indirect effect on mobile shopping intention. However, shopping enjoyment is related only through usefulness, whereas value consciousness is related via both usefulness and ease of use. The results also suggest the need to consider boundary conditions when examining the impact of personality traits. Practical implications Mobile retailers need to conduct market segmentation based on users’ personalities when trying to increase their customer base. Originality/value Despite the relevance of personality traits on individual behavior, studies on the effects that different aspects of personality have on the participation of individuals in mobile commerce are very scarce and show inconsistent results regarding their impact. Thus, this study tries to contribute to the mobile commerce research by analyzing the interplay between two customer characteristics and two mediating variables: ease-of-use and usefulness perceptions.

THE EFFECT OF LONELINESS AND NOSTALGIC ADVERTISING ON MOBILE SHOPPING INTENTION: A CONCEPTUAL FRAMEWORK

Factors influencing mobile shopping intention have been discussed very frequently in the literature. However, the effect of psychological reasons like loneliness on mobile shopping intention has received little attention in the consumer behaviour literature. Especially, there is a dearth of studies regarding how lonely consumers respond to mobile shopping intention when exposed to nostalgic advertising. Grounded on the Uses and Gratification Theory (UGT), this article conceptualizes that lonely consumer when exposed to nostalgic advertising may enter the flow state and eventually engage in mobile shopping. Consistent with prior literature, the authors consider four distinct dimensions of advertising-evoked personal nostalgia: past imagery, positive emotions, negative emotions, and physiological reactions. Marketers face considerable challenges when appealing to lonely consumers to engage in mobile shopping. This article provides a framework to aid marketers to successfully develop marketing strategies to engage lonely consumers in mobile shopping. Theoretical and managerial implications are discussed. Keywords: Loneliness, Nostalgic Advertising, Mobile Shopping Intention.

HABITUAL MOBILE SHOPPING BEHAVIOR: COMPARISON OF CHINESE AND VIETNAMESE CUSTOMERS

Consumers are increasingly using their smartphones for making purchases, with the other modes being traditional offline and online channels (Kim et al., 2017). In light of the growing number of smartphone users worldwide, many e-commerce companies have responded by launching mobile apps that offer more convenient and flexible shopping experiences to smartphone users (Bang et al., 2013). A number of e-commerce related studies have identified crucial differences between mobile shopping (m-shopping) and online shopping. They find that m-shopping provides greater flexibility in terms of time and place as well as multi-tasking capabilities (for instance, a mobile shopper can communicate with others and even post a picture of an item to social media asking for others’ opinions and comments, all while shopping via a mobile app). These types of apps simultaneously cater to consumers’ shopping and social affiliation needs (Yang et al., 2012). Current research has shown that this type of shopping has gradually become habitual or automatic (Shankar et al., 2016). This new type of e-commerce has brought about a change in the shopping behavior of customers, thereby challenging companies to develop specific strategies to attract this new breed of shoppers.

모바일 쇼핑을 이용하는 동남아 소비자의 개성적 가치가 소비자 만족에 미치는 영향경로에서 경제적 가치의 역할 - 베트남 소비자를 중심으로 -

본 연구는 동남아 소비자들이 모바일 쇼핑에 어떠한 가치를 부여하고 있는지를 분석하여 현지에 진출하고자 하는 국내 업체들에게 시사점을 제공하는 것을 연구의 목적으로 한다. 베트남 소비자들을 대상으로 하여 수집된 306부의 자료를 구조방정식모델을 구축하여 분석하였으며 그 결과, 모바일 쇼핑을 이용하는 소비자의 개성적 가치는 소비자 만족에 매우 강한 영향을 미치고 있는 점을 발견하였다. 아울러, 전통적인 경제적 가치는 개성적 가치가 소비자 만족에 미치는 영향경로에서 부(-)의 역할을 수행한다는 사실을 밝혔다. 결국, 베트남을 중심으로 하는 동남아에 진출하고자 하는 온라인 상거래 운영자들은 해당 국가의 소비자들이 모바일 쇼핑을 통해 자신의 개성을 드러내는 것을 즐기고 있다는 점과 이러한 특성이 기존에 강조되어 오던 경제적 가치와는 상충된다는 점을 고려하여 보다 최적화된 운영전략을 구축해야 할 것으로 보인다.

모바일 인터넷 환경에서 쇼핑사이트 몰입, 쇼핑행동, 쇼핑중독간의 관련성 연구

Past research on shopping addiction or compulsive buying has been focused on identifying what factors are affecting these shopping addicts in offline or wired Internet based shopping environment. Therefore, it is necessary to investigate the relationships between shopping site immersion and shopping addiction in the mobile Internet environment that is being received much attention in recent. This study is to analyze the relationships between shopping site commitment and shopping addiction, and to examine whether shopping behavior of mobile shopper such as time and payment volume have the moderating effect on the relationships between these variables. The analysis results from the study are as follows. First, multiple regression analysis shows that 1) all factors of shopping site commitment such as affective, normative, and continuance are affecting ‘tendency to spend’, 2) affective and normative commitment’ are affecting ‘reactive aspect’, and 3) continuance commitment only is affecting ‘post-purchase guilt’ of shopping addiction at statistically significant levels. Second, dummy regression analysis with mobile shopping time and payment volume tells shopping time has only control effect on the relationships between shopping site commitment and shopping addiction in mobile shopping.

Development of Consumer Cultural Innovativeness Scale in Mobile Shopping

Development of Consumer Cultural Innovativeness Scale in Mobile Shopping

Encouraging Consumers to Make Online Purchases Using Mobile Applications, How to Keep them in Touch with E-Services Providers?

<span>Progress in wireless technology has raised the number of people using mobile devices and stimulated the accelerated evolution of online shopping carried with these devices. However, today many corporations are making significant investments to take benefit of the new business opportunities given by internet technology, research on m-online shopping proposes potential customers may or may notadopt mobile shopping despite of their availability and benefits. Thus, this study identifies the key factors that influence customer intention to make online mobile shopping. This research investigates the dimensions of mobile shopping service based on online shoppers’ expectations and perceptions. This research developed a conceptual framework for examining the role of the perceived usefulness, perceived ease of use and trust in order to determining customers’ intention to use mobile shopping. Data were obtained from 212 students of business administration college, who conducted a mobile online shopping process, the sample was tested on the analysis model using (SEM-PLS). The results strongly support the proposed model in predicting consumer intention to use mobile shopping. the major findings of this study found positive relationship among perceived usefulness, perceived ease of use and trust association with intention to use m-online shopping. The current study model and its findings could present a rigorous basis for understanding customers’ attitude for mobile shopping contexts.</span>

모바일쇼핑에서 리테일 브랜드 자산 형성 과정에 대한 연구*

모바일쇼핑에서 리테일 브랜드 자산 형성 과정에 대한 연구*

Research on the Role of Computer Technology in the Interaction of Contemporary E-Commerce Network Consumption

With the rapid development of computer technology, the progress of Internet technology and the popularization of intelligent terminals, consumers are constantly inclined to online shopping and computer technology, and gradually shift to mobile terminals, resulting in mobile shopping and computer technology, and into the era of fragmentation and we media. Computer technology has become the super entry point of E-commerce, and mobile social E-commerce combined with computer technology, E-commerce and mobile terminal has also become a new trend.

Research on mobile impulse purchase intention in the perspective of system users during COVID-19.

COVID-19 has caused a serious impact on the global economy. Effectively stimulating consumption has become a momentous mission in responding to the impact of the epidemic. The popularity of mobile shopping makes shopping behavior no longer limited by time and space, so impulse purchase is more commonly seen nowadays; it can effectively promote residents’ consumption. However, consensus has not been reached regarding how impulse purchase emerges as a phenomenon, thus making it difficult to promote consumers’ purchase behavior. This article aims to explore the generation process of consumers’ impulsive purchase intention during the COVID-19 outbreak from the perspective of system users. For this purpose, the research proposes three mobile situation factors: personalized recommendation, visual appeal, and system usability. They have a positive impact on impulse purchase intention by influencing perceived arousal and perceived enjoyment. The experimental method is used for data collection and hypothesis testing. All the hypotheses are supported. And the theoretical value of the model of “mobile environment stimulation-consumer emotion-impulse purchase intention” is confirmed. Based on the conclusion, management suggestions are proposed for mobile shopping merchants from the perspective of improving consumers’ shopping experience and expanding marketing.

모바일 기반 쇼핑 환경에서의 패션제품 명칭의 은유성이 구매의도에 미치는 영향

모바일 기반 쇼핑 환경에서의 패션제품 명칭의 은유성이 구매의도에 미치는 영향

Effects of Mobile Shopping Tendencies and Information Search on the Shopping Mall Satisfaction and Repurchase Intention: Focusing on Fashion Clothing

Effects of Mobile Shopping Tendencies and Information Search on the Shopping Mall Satisfaction and Repurchase Intention: Focusing on Fashion Clothing