Differences between mobile and non-mobile buyers: comparing attitudinal, motive-related, and media behaviour

Q3 Business, Management and Accounting

International Journal of Electronic Marketing and Retailing Pub Date : 2020-03-31 DOI:10.1504/ijemr.2020.10028104

Michael Groß

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引用次数: 3

Abstract

The aim of this study is to investigate the disparities between different types of consumers with respect to their mobile shopping (m-shopping) attitude, shopping motives, and media usage behaviour when practising online shopping. Thus, this study is the first to combine three different consumer viewpoints to provide an enhanced consumer picture. The findings are as follows. First, non-m-buyers' attitude towards m-shopping is crucially formed by function-orientated aspects, and they prefer to engage more in exploring stores than in certain m-buying activities when they use smartphones. In contrast, m-buyers strive for more flexibility in meeting their recreational needs, since they have a hedonically compelled attitude towards m-shopping. Second, both groups regard m-shopping convenience as a basic requirement that must be fulfilled; otherwise, m-shopping is not useful to them at all. Moreover, contrary to non-m-buyers, the empirical outcomes suggest that m-buyers are multi-device shoppers because they engage heavily in online shopping and use portable media to a large degree, meaning that they are not restricted to a local environment.

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手机和非手机买家之间的差异:比较态度、动机相关和媒体行为

本研究的目的是调查不同类型消费者在进行网上购物时，在手机购物（m-shopping）态度、购物动机和媒体使用行为方面的差异。因此，本研究首次将三种不同的消费者观点结合起来，以提供增强的消费者形象。研究结果如下。首先，非移动买家对移动购物的态度主要是由功能导向的方面形成的，当他们使用智能手机时，他们更喜欢探索商店，而不是参与某些移动购物活动。相比之下，移动买家在满足他们的娱乐需求方面追求更大的灵活性，因为他们对移动购物有一种享乐的强迫态度。其次，两个群体都将移动购物的便利性视为必须满足的基本要求；否则，移动购物对他们一点用处都没有。此外，与非移动买家相反，实证结果表明，移动买家是多设备购物者，因为他们大量参与在线购物，并在很大程度上使用便携式媒体，这意味着他们不局限于当地环境。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.