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Mobile Shopping Through Applications: Understanding Application Possession and Mobile Purchase

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  • Kim, Mingyung
  • Kim, Jeeyeon
  • Choi, Jeonghye
  • Trivedi, Minakshi

Abstract

Smartphones have penetrated rapidly and mobile shopping provides promising market opportunities for retailers. However, little is known about mobile shopping patterns and inferring these patterns from online shopping may provide misleading insights. We combine mobile log data and a mobile panel survey, and examine two stages in mobile shopping: the possession of shopping applications (hereafter, apps) and the purchase via shopping apps. Our exploratory investigation of mobile data and its empirical analyses provide three substantive findings. First, online experience and mobile experience both positively relate to the possession of shopping apps. Second, browsing behavior for non-shopping apps helps understand the possession of shopping apps as it reflects user preferences for acquiring more apps. Third, purchasing decisions are explained by digital experience (i.e., online experience and mobile experience) and browsing information from shopping apps, with other factors being of little predictive value. The implications for mobile retailing research and practice are discussed.

Suggested Citation

  • Kim, Mingyung & Kim, Jeeyeon & Choi, Jeonghye & Trivedi, Minakshi, 2017. "Mobile Shopping Through Applications: Understanding Application Possession and Mobile Purchase," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 55-68.
  • Handle: RePEc:eee:joinma:v:39:y:2017:i:c:p:55-68
    DOI: 10.1016/j.intmar.2017.02.001
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Soo-kyoung Ahn, 2020. "Smart Consumers: A New Segment for Sustainable Digital Retailing in Korea," Sustainability, MDPI, Open Access Journal, vol. 12(18), pages 1-20, September.
    2. Wagner, Gerhard & Schramm-Klein, Hanna & Steinmann, Sascha, 2020. "Online retailing across e-channels and e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-commerce environment," Journal of Business Research, Elsevier, vol. 107(C), pages 256-270.
    3. Gabriel JIPA, 2018. "Mobile Applications Buying Opinions Exploration using Topic Modeling," Expert Journal of Economics, Sprint Investify, vol. 6(2), pages 44-55.
    4. Sohn, Stefanie & Groß, Michael, 2020. "Understanding the inhibitors to consumer mobile purchasing intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    5. Molinillo, Sebastian & Navarro-García, Antonio & Anaya-Sánchez, Rafael & Japutra, Arnold, 2020. "The impact of affective and cognitive app experiences on loyalty towards retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    6. Park, Keeyeon & Kim, Hye-jin, 2020. "Understanding Mobile Application Usage Using Battery Status and Wi-Fi Network," ITS Conference, Online Event 2020 224871, International Telecommunications Society (ITS).
    7. Mulcahy, Rory Francis & Riedel, Aimee S., 2020. "‘Touch it, swipe it, shake it’: Does the emergence of haptic touch in mobile retailing advertising improve its effectiveness?," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    8. Iyer, Pramod & Davari, Arezoo & Mukherjee, Amaradri, 2018. "Investigating the effectiveness of retailers’ mobile applications in determining customer satisfaction and repatronage intentions? A congruency perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 235-243.

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