Academic journal article Journal of Theoretical and Applied Electronic Commerce Research

Mobile Shopping Consumers' Behavior: An Exploratory Study and Review

Academic journal article Journal of Theoretical and Applied Electronic Commerce Research

Mobile Shopping Consumers' Behavior: An Exploratory Study and Review

Article excerpt

1Introduction

In recent years, with the advancement of Information and Communication Technologies (ICT), the popularization of mobile devices, and the guidance and coordination of regulatory bodies, mobile commerce (m-commerce) has been one of the hottest trends in the internet. However, although the m-shopping idea is not new and has been in reality for more than 10 years [32], [38], [53], the actual revolution came with the launch of advanced mobile devices in the market, with smartphones and tablets leading the way; and the immense popularity of mobile applications followed [38], [65], [75], [89]. Mobile technology, nowadays, has penetrated almost in every aspect of our daily life and mcommerce has become an alternative approach for searching, comparing and buying products and services online anywhere and anytime [38], [45], [64], [111]. This trend makes researching the adoption and further use of mcommerce very important to the academia and the industry as well. Mobile Consumers refer to individuals that may need or want to wirelessly interact with service providers to procure some specific service for personal purposes.

1.1 Mobile Commerce - Shopping Evolution

According to [62], the volume of m-commerce is growing at 39 percent each year and was estimated to have reached US$31 billion by 2016. The increased mobile phone usage during daily activities, and new areas of mobile integration such as m-Payments, reveals that the connected-consumer is here to stay [28].

Mobile devices have reached critical mass, with a majority of consumers, 80% of global consumers in both developed and high-growth economies, now owning a mobile phone. Still a relatively new application, m-Payment usage is gaining traction globally. 47% of the consumers in emerging markets reported using their phones to make in-store payments. In developed markets, 20% of the consumers reported using their phones to make in-store payments and 30% indicated interest. In developed markets, more northern Europeans use m-Payments for transport whereas central and southern Europe uses them more on food / shopping (lifestyle). One-third of ecommerce's business worldwide is transacted via mobile devices, and the number of smartphone and/or tablet users making purchases on their mobile devices will increase significantly in the years ahead [99].

With the consumer shift to mobile-first now fully underway, brands and marketers are constantly seeking to better understand consumer mobile preferences, transforming their mobile operating models, strategies and processes, while answering consumer demand for more personalized and contextually-relevant experiences, as well as instant access to products and services. When in stores, mobile shoppers tend to scan product barcodes and read reviews more often than computer-based shoppers and therefore "require different sales, marketing and service strategies" [32]. Mobile shoppers want the benefits of personalization without the downsides. Mobile consumers are 46% more willing than computer-based buyers to provide information, if the result is a more personalized experience. Therefore, they are willing to share their personal data and shopping preferences only within loyalty and rewarding programs [14].

So, it can be surely inferred that the m-shopping channel has emerged as an influential medium for connecting customers with retailers and ultimately in generating sales [112]. Given the continuing growth and the dynamics of m-commerce, its comprehensive understanding has become a pursuit of various researchers and practitioners. Thus, several studies have been carried out in the m-shopping field from different perspectives, including m-commerce theory, wireless network infrastructure, mobile middleware, wireless user infrastructure, and m-commerce applications and cases [74], [116]; trying to gain an improved insight into users' mobile behavior. However, the vast majority of them have focused on mobile services in general, whereas the examination of mobile shopping in the field of conducting a monetary transaction has been slightly studied [116]. …

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