{"title":"Developing a model of online shopping experience in mobile retailers: an empirical investigation","authors":"Mona Jami Pour, F. Abbasi, Mahsa Hajibabae","doi":"10.1504/ijbe.2022.10046144","DOIUrl":null,"url":null,"abstract":"Due to the COVID-19 pandemic, consumers are increasingly spending more time on smartphones than any other device. Due to the widespread emergence of mobile retailers, the customer's online shopping experience has become crucial. The present study aimed to investigate the effect of customer personality and mobile skills on the online shopping experience in mobile retailers with a mediating role of perceived usefulness and enjoyment. The study was applied in terms of purpose and had a quantitative approach. It was also descriptive-analytical and correlational. According to the research results, mobile skills, perceived usefulness, and enjoyment, positively and significantly affect the online shopping experience. The study's main contribution is to examine the role of customer personality traits and mobile skills on customer experience through the mediating role of perceived usefulness and enjoyment in the mobile retailing context. It provides new insight into determinants of customer experience in mobile retailers.","PeriodicalId":54077,"journal":{"name":"International Journal of Business Environment","volume":null,"pages":null},"PeriodicalIF":1.1000,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Business Environment","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1504/ijbe.2022.10046144","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Due to the COVID-19 pandemic, consumers are increasingly spending more time on smartphones than any other device. Due to the widespread emergence of mobile retailers, the customer's online shopping experience has become crucial. The present study aimed to investigate the effect of customer personality and mobile skills on the online shopping experience in mobile retailers with a mediating role of perceived usefulness and enjoyment. The study was applied in terms of purpose and had a quantitative approach. It was also descriptive-analytical and correlational. According to the research results, mobile skills, perceived usefulness, and enjoyment, positively and significantly affect the online shopping experience. The study's main contribution is to examine the role of customer personality traits and mobile skills on customer experience through the mediating role of perceived usefulness and enjoyment in the mobile retailing context. It provides new insight into determinants of customer experience in mobile retailers.
期刊介绍：
Environmental dynamism is a widely-explored construct in organisation theory/strategic management literature. It has growing importance according to the degree of instability/turbulence of such key operating concerns as market/industry conditions as well as more general technological, economic, social, political forces. An organisation''s ability to adapt to changing environmental circumstances is key to survival. IJBE examines how firms behave under different types of environment and the external influences on businesses. It addresses a wide variety of business decisions/processes/activities within the business environment.
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