Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

What do we know about consumer m-shopping behaviour?

What do we know about consumer m-shopping behaviour? PurposeThe purpose of this paper is to provide a review of the mobile shopping (m-shopping) acceptance literature to bring international marketing and consumer research attention to m-shopping acceptance factors and limitations in current understandings to propose recommendations for further academic and retailing attention.Design/methodology/approachKeyword searches identified the consumer-focused literature across mobile commerce, m-shopping, mobile browsing and mobile purchasing, published in English language journals. A classification framework is created and a time frame is established to provide a more focused direction for research.FindingsDespite the growing popularity of consumers adopting m-shopping activities and the increasing academic attention, consumer m-shopping utilisation remains low and research into its causes remains in its infancy. This paper has subsequently identified a variety of recommendations for further research, including further insights into perceived risk, user vs non-user behaviours, the multi-stage shopping process, incorporation of time considerations and theoretical development.Originality/valueThere has yet been a review of the m-shopping literature collaborating literary findings and limitations in the consumer m-shopping environment. Three major themes arise in this paper. First, there are a variety of factors affecting consumer willingness to accept m-shopping which are often incorporated in existing theory in a sporadic manner. Second, factors can create positive and/or negative consumer perceptions, requiring further insight. Finally, research limitations predominantly surround theoretical and methodological constraints, prompting for wider geographical and more longitudinal approaches to research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Loading next page...
 
/lp/emerald-publishing/what-do-we-know-about-consumer-m-shopping-behaviour-G904ikDzIa
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0959-0552
DOI
10.1108/IJRDM-09-2016-0164
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to provide a review of the mobile shopping (m-shopping) acceptance literature to bring international marketing and consumer research attention to m-shopping acceptance factors and limitations in current understandings to propose recommendations for further academic and retailing attention.Design/methodology/approachKeyword searches identified the consumer-focused literature across mobile commerce, m-shopping, mobile browsing and mobile purchasing, published in English language journals. A classification framework is created and a time frame is established to provide a more focused direction for research.FindingsDespite the growing popularity of consumers adopting m-shopping activities and the increasing academic attention, consumer m-shopping utilisation remains low and research into its causes remains in its infancy. This paper has subsequently identified a variety of recommendations for further research, including further insights into perceived risk, user vs non-user behaviours, the multi-stage shopping process, incorporation of time considerations and theoretical development.Originality/valueThere has yet been a review of the m-shopping literature collaborating literary findings and limitations in the consumer m-shopping environment. Three major themes arise in this paper. First, there are a variety of factors affecting consumer willingness to accept m-shopping which are often incorporated in existing theory in a sporadic manner. Second, factors can create positive and/or negative consumer perceptions, requiring further insight. Finally, research limitations predominantly surround theoretical and methodological constraints, prompting for wider geographical and more longitudinal approaches to research.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Jun 12, 2017

References