In less than 15 years, the mobile phone has become an essential part of our daily lives. It is no longer a luxury item and has become one of the most commonly used daily consumer goods throughout the world. Despite its growing significance, there is still a lack of research work in many countries in this field. This study aims to make an approximation of the M-shopper profile and identify the variables influencing purchase behaviour. The methodology used to achieve these objectives is based on 7 focus groups and the analytical techniques of Chi- Square and logistic regression. Analysis of the results obtained from a representative sample of 2,104 Spanish Internet users shows that the M-commerce decision can be predicted according to consumer age, social class and behaviour patterns as user of non-store shopping channels.
Keywords: Consumer behaviour; Direct shopping; Home Shopper; M-Commerce
Technological progress in the sphere of information and communication is encouraging the use and development of new shopping methods, leading to a rapid growth in non-store shopping as the individual can buy products/services without having to travel to retail outlets [Sharma and Sheth 2004; Thompson 1997]. This growth in non-store shopping and new trends in technology have facilitated the introduction of electronic marketing and promise to provide new ways of impacting and serving consumers in the future [Balasubramanian, Peterson and Jarvenpaa 2002; Reynolds 2000; Sivanad, Gesta and Sulep 2004]. Practically all products/services can be purchased quickly, conveniently and without moving from home [Davison, Dorrington and McCoy 1982; Eroglu, Machleit and Davies 2003; Rosenberg and Hirschman 1980; Sheth 1983].
Wireless Internet via mobile devices (WIMD) is leading the world into another spectrum of communications and means of conducting day-to-day business and life activities [Sivanad, 2004]. In the next years, more Internet transactions will be realized via mobile phones than fixed network devices. According to the MC Statistics viewed at epaynews. com, only 16% of 533 million Internet users were global wireless Internet users in the year 2001; however the percentage will soar to 57% of 1460 million Internet users in 2007. At present, online ticketing, reservation for flights and hotels or theater tickets are part of the most attractive WAP applications, since they bring consumers comfort, spontaneity and mobility [Buellingen and Woerter 2004].
In general, the different methods of direct shopping are still expected to grow but whereas some of the methods are showing rather low levels of growth, stagnation and even decline, in others the predicted growth rate is picking up speed. The most innovative methods maintain significant rates of growth [Sivanad 2004; Yang 2005] and at the same time there is a tendency to use them in conjunction with other sales systems as companies seek to complement sales methods and obtain synergies [Wu and Wang 2004]. Thus for example, the combination of Internet with other methods, such as the mobile phone or television will make it possible to optimise consumer convenience and increase their scope wider audience, in addition to overcoming some of the limitations which arise when using Internet alone as a shopping tool [Buellingen and Woerter 2004; Chiles and McMackin 1996; Jarvenpaa et al. 1999; Lohse and Spiller 1998; Swaminathan et al. 1999]. In Spain, the field study "Surfers on the net" [AIMC 2005] highlights the convergence of Internet with other media, and reveals that 45.4% of Internet users have sometimes watched television through Internet, 76.7% have sometimes used Internet to listen to the radio and 92.2% have sometimes consulted an e-newspaper.
It should be emphasised that the public at home use not only Internet but also the new mobile technologies such as electronic diaries and mobile phones. According to the study "Surfers on the net" [AIMC 2005], 37. …