A Systematic Literature Review and Analysis of Mobile Retailing Adoption

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2019-04-03 DOI:10.1080/15332861.2019.1595364

Olli Tyrväinen, Heikki Karjaluoto

{"title":"A Systematic Literature Review and Analysis of Mobile Retailing Adoption","authors":"Olli Tyrväinen, Heikki Karjaluoto","doi":"10.1080/15332861.2019.1595364","DOIUrl":null,"url":null,"abstract":"Abstract The purpose of this study is to provide a comprehensive updated review and analysis of mobile retailing adoption. Although research on mobile channel utilization has increased significantly in recent years and many new studies on this topic have been published, research has not yet provided a clear structure regarding how consumers’ expectations have advanced in relation to mobile retailing adoption. Thus, this study synthetizes the mobile retail adoption literature and develops a framework for it. Our systematic literature review analyzed 94 scientific articles that were published between 2010 and 2018 to determine customers’ different expectations and demands during different mobile channel adoption stages. Our findings enhance the understanding of how retailers can serve customers in each stage. In addition, our framework provides opportunities and provokes questions for further research as well as shifts the focus from technology adoption-oriented topics toward customer journeys. Highlights Customers’ previous mobile shopping experience, their stage of mobile channel use, and the retailing context determine which features are the most valuable. In the initial stages of use, when customers are unfamiliar with mobile technologies and thus lack experience on mobile channels, they prefer utilitarian benefits. In later stages, when customers are familiar with mobile channels, they value more hedonic aspects. A mobile channel is not seen as a purchasing channel but rather as a searching channel. If retailers succeed in turning a mobile channel into a purchasing channel, they can provide deeper and more satisfying customer experiences.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.1000,"publicationDate":"2019-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2019.1595364","citationCount":"12","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Internet Commerce","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332861.2019.1595364","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 12

Abstract

Abstract The purpose of this study is to provide a comprehensive updated review and analysis of mobile retailing adoption. Although research on mobile channel utilization has increased significantly in recent years and many new studies on this topic have been published, research has not yet provided a clear structure regarding how consumers’ expectations have advanced in relation to mobile retailing adoption. Thus, this study synthetizes the mobile retail adoption literature and develops a framework for it. Our systematic literature review analyzed 94 scientific articles that were published between 2010 and 2018 to determine customers’ different expectations and demands during different mobile channel adoption stages. Our findings enhance the understanding of how retailers can serve customers in each stage. In addition, our framework provides opportunities and provokes questions for further research as well as shifts the focus from technology adoption-oriented topics toward customer journeys. Highlights Customers’ previous mobile shopping experience, their stage of mobile channel use, and the retailing context determine which features are the most valuable. In the initial stages of use, when customers are unfamiliar with mobile technologies and thus lack experience on mobile channels, they prefer utilitarian benefits. In later stages, when customers are familiar with mobile channels, they value more hedonic aspects. A mobile channel is not seen as a purchasing channel but rather as a searching channel. If retailers succeed in turning a mobile channel into a purchasing channel, they can provide deeper and more satisfying customer experiences.

查看原文本刊更多论文

移动零售应用的系统文献综述与分析

摘要本研究的目的是对移动零售的采用进行全面更新的回顾和分析。尽管近年来对移动渠道利用率的研究显著增加，也发表了许多关于这一主题的新研究，但研究尚未提供一个明确的结构，说明消费者的期望如何与移动零售的采用相关。因此，本研究综合了移动零售采用文献，并为其开发了一个框架。我们的系统文献综述分析了2010年至2018年间发表的94篇科学文章，以确定客户在不同移动渠道采用阶段的不同期望和需求。我们的研究结果加深了对零售商如何在每个阶段为客户服务的理解。此外，我们的框架为进一步研究提供了机会并引发了问题，并将重点从以技术采用为导向的主题转移到了客户旅程上。重点介绍客户以前的移动购物体验、他们使用移动渠道的阶段以及零售环境决定了哪些功能最有价值。在使用的最初阶段，当客户不熟悉移动技术，因此缺乏移动渠道的经验时，他们更喜欢实用的好处。在后期阶段，当客户熟悉移动渠道时，他们更看重享乐方面。移动渠道不是购买渠道，而是搜索渠道。如果零售商成功地将移动渠道转变为购买渠道，他们可以提供更深入、更令人满意的客户体验。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.