IDEAS home Printed from https://ideas.repec.org/a/aes/jetimm/v1y2017i1p22-29.html
   My bibliography  Save this article

Why Do Customers Use Smartphones for Shopping in Omnichannel Environments? Proposition and Testing the Factor Structure of Items for Customer–Smartphone Structural Equation Model (PLS-SEM)

Author

Listed:
  • Philipp Hübner

    (Jade University of Applied Sciences)

Abstract

The usage of smartphones is influencing more and more customers' behaviours and shopping processes. Customers use smartphones, for instance, to buy directly (so-called mobile shopping) or to prepare their shopping within bricks-and-mortar retail. They may search for product information, special offers or nearby retail stores. For these reasons, smartphones are also called shopping assistants or shopping companions. The smartphone becomes, in some ways, a technical but intimate partner and more than just a simple and passive device. It becomes an active partner: social networks can be consulted; mobile coupons can stimulate buying desire; and tracked individual physiological data can be the basis for purchase decisions. Numerous papers and studies focus on customers’ acceptance of – and willingness to use – smartphones. But, why do some customers use their smartphones more often and more intensively while shopping within bricks-and-mortar retail than other customers? The purpose of this paper is to propose and test the factor structure of items for a structural equation model (PLS-SEM) including five constructs: (1) the intensity of smartphone usage; (2) the smartphone-extended self; (3) the smartphone-extended mind; (4) the smartphone as a supporter for the digital doppelgänger; and (5) the smartphone as shopping companion. To test the proposed factor structure and items, a small empirical study has been organised as pre-test. The study surveyed mainly students, who represent a highly relevant group of smartphone users.

Suggested Citation

  • Philipp Hübner, 2017. "Why Do Customers Use Smartphones for Shopping in Omnichannel Environments? Proposition and Testing the Factor Structure of Items for Customer–Smartphone Structural Equation Model (PLS-SEM)," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 22-29, October.
    • Handle: RePEc:aes:jetimm:v:1:y:2017:i:1:p:22-29
    as

    Download full text from publisher

    File URL: http://www.etimm.ase.ro/RePEc/aes/jetimm/2017/ETIMM_V01_2017_77.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Anonymous, 2014. "Introduction to the Issue," Journal of Wine Economics, Cambridge University Press, vol. 9(2), pages 109-110, August.
    2. Agrebi, Sinda & Jallais, Joël, 2015. "Explain the intention to use smartphones for mobile shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 16-23.
    3. Verhoef, Peter C. & Kannan, P.K. & Inman, J. Jeffrey, 2015. "From Multi-Channel Retailing to Omni-Channel Retailing," Journal of Retailing, Elsevier, vol. 91(2), pages 174-181.
    4. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    5. Gérard Cliquet & Karine Picot-Coupey & Elodie Huré & Marie-Christine Gahinet, 2014. "Shopping with a Smartphone: A French-Japanese Perspective," Post-Print halshs-01074078, HAL.
    6. Anonymous, 2014. "Introduction to the Issue," Journal of Wine Economics, Cambridge University Press, vol. 9(1), pages 1-2, May.
    7. Russell W. Belk, 2013. "Extended Self in a Digital World," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 477-500.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Stephan Kull & Philipp Hübner, 2016. "Why Do Consumers Use Technologies for Shopping in Omnichannel Environments? Examining a Special Relationship Between Consumers and Devices," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 62-69, September.
    2. Huré, Elodie & Picot-Coupey, Karine & Ackermann, Claire-Lise, 2017. "Understanding omni-channel shopping value: A mixed-method study," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 314-330.
    3. Jochen Wulf, 2020. "Development of an AHP hierarchy for managing omnichannel capabilities: a design science research approach," Business Research, Springer;German Academic Association for Business Research, vol. 13(1), pages 39-68, April.
    4. Eunhye Kim, 2021. "In-store shopping with location-based retail apps: perceived value, consumer response, and the moderating effect of flow," Information Technology and Management, Springer, vol. 22(2), pages 83-97, June.
    5. Watanabe, Chihiro & Akhtar, Waleed & Tou, Yuji & Neittaanmäki, Pekka, 2021. "Amazon's New Supra-Omnichannel: Realizing Growing Seamless Switching for Apparel During COVID-19," Technology in Society, Elsevier, vol. 66(C).
    6. Hu, Tun-I & Tracogna, Andrea, 2020. "Multichannel customer journeys and their determinants: Evidence from motor insurance," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    7. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    8. Quach, Sara & Barari, Mojtaba & Moudrý, Dann Vit & Quach, Ken, 2022. "Service integration in omnichannel retailing and its impact on customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    9. Baier, Daniel & Rese, Alexandra, 2020. "How to increase multichannel shopping satisfaction? An adapted Kano based stage-gate approach to select new technologies," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    10. Alexander, Bethan & Blazquez Cano, Marta, 2020. "Store of the future: Towards a (re)invention and (re)imagination of physical store space in an omnichannel context," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    11. Willems, Kim & Smolders, Annelien & Brengman, Malaika & Luyten, Kris & Schöning, Johannes, 2017. "The path-to-purchase is paved with digital opportunities: An inventory of shopper-oriented retail technologies," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 228-242.
    12. Li, Gang & Zhang, Tao & Tayi, Giri Kumar, 2020. "Inroad into omni-channel retailing: Physical showroom deployment of an online retailer," European Journal of Operational Research, Elsevier, vol. 283(2), pages 676-691.
    13. Park, Joonyong & Kim, Renee B., 2022. "Importance of offline service quality in building loyalty of OC service brand," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    14. Kim, Sehoon & Connerton, Timothy Paul & Park, Cheongyeul, 2022. "Transforming the automotive retail: Drivers for customers' omnichannel BOPS (Buy Online & Pick up in Store) behavior," Journal of Business Research, Elsevier, vol. 139(C), pages 411-425.
    15. Mbaye Fall Diallo & Isabelle Collin-Lachaud, 2019. "Impact of hedonic evaluation of technological innovations on revisit intention in a store digitalization context," Post-Print hal-03156206, HAL.
    16. Hauser, Matthias & Flath, Christoph M. & Thiesse, Frédéric, 2021. "Catch me if you scan: Data-driven prescriptive modeling for smart store environments," European Journal of Operational Research, Elsevier, vol. 294(3), pages 860-873.
    17. Pekovic, Sanja & Rolland, Sylvie, 2020. "Recipes for achieving customer loyalty: A qualitative comparative analysis of the dimensions of customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    18. von Briel, Frederik, 2018. "The future of omnichannel retail: A four-stage Delphi study," Technological Forecasting and Social Change, Elsevier, vol. 132(C), pages 217-229.
    19. Hänninen, Mikko & Mitronen, Lasse & Kwan, Stephen K., 2019. "Multi-sided marketplaces and the transformation of retail: A service systems perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 380-388.
    20. Scholz, Joachim & Duffy, Katherine, 2018. "We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 11-23.

    More about this item

    Keywords

    Smartphones; Customer Behaviour; Bricks-and-Mortar Retail.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:jetimm:v:1:y:2017:i:1:p:22-29. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.