The effect of mobile retailing on consumers' purchasing experiences: A dynamic perspective

Eleonora Pantano, Constantinos-Vasilios Priporas

Research output: Contribution to journalArticle (Academic Journal)peer-review

332 Downloads (Pure)

Abstract

The emerging retail culture is characterized by the extensive use of mobile technologies, high connec- tivity, ubiquitous computing and contactless technologies, which enable consumers to experience shopping differently. In fact, innovative mobile technologies provide new tools (apps) which are able to separate the moment of purchase from the moment of effective consumption, by allowing consumers to make purchases by mobile phone and collect them at home or at a store (a pick-up boutique or collection point), in addition to the traditional in-store service (purchase in the store and collect/consume in the store). The aim of this paper is to understand the extent to which mobile technologies have an impact on consumer behaviour, with emphasis on the drivers motivating consumers to adopt the consumer experience of mobile shopping. To achieve this goal we used a qualitative approach involving 29 con- sumers in the Italian market, where mobile shopping is still at an early stage. The findings shed a light on the extent to which consumers are moving from e-channels to mobile channels and take into account the effect of these technological innovations in retail settings from a cognitive standpoint, where studies are limited. The implications for researchers and practitioners are then discussed, with emphasis on retailers need to develop new mobile service competences, and integrate and synthetize physical retail settings with mobile opportunities and functionalities.
Original languageEnglish
Pages (from-to)548-555
Number of pages8
JournalComputers in Human Behavior
Volume61
Early online date28 Mar 2016
DOIs
Publication statusPublished - 1 Aug 2016

Structured keywords

  • MGMT Marketing and Consumption

Keywords

  • Mobile marketing
  • mobile retailing
  • technology management
  • consumption experience
  • Consumer Behavior

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