Pub Date : 2019-11-01DOI: 10.1080/15332861.2021.1975426
Henry Laverde-Rojas, C. A. Martínez, O. Camargo, Gustavo Rojas-Matute, Marithza Sandoval-Escobar, J.C. Correa
Abstract Customer’s trust in vendors’ reputation is a key factor that facilitates economic transactions in e-commerce platforms. Although the trust-sales relationship is assumed robust and consistent, its empirical evidence remains neglected for Latin American countries. This work aims to provide a data-driven comprehensive framework for extracting valuable knowledge from public data available in the leading Latin American e-commerce platform with commercial operations in 18 countries. Only Argentina, Brasil, Chile, Colombia, Ecuador, Mexico, Uruguay, and Venezuela showed the highest trust indexes among all nations analyzed. The trust-sales relationship was statistically inconsistent across nations but worked as the most important predictor of sales, followed by purchase intention and price.
{"title":"The Consistency of Trust-Sales Relationship in Latin American E-Commerce","authors":"Henry Laverde-Rojas, C. A. Martínez, O. Camargo, Gustavo Rojas-Matute, Marithza Sandoval-Escobar, J.C. Correa","doi":"10.1080/15332861.2021.1975426","DOIUrl":"https://doi.org/10.1080/15332861.2021.1975426","url":null,"abstract":"Abstract Customer’s trust in vendors’ reputation is a key factor that facilitates economic transactions in e-commerce platforms. Although the trust-sales relationship is assumed robust and consistent, its empirical evidence remains neglected for Latin American countries. This work aims to provide a data-driven comprehensive framework for extracting valuable knowledge from public data available in the leading Latin American e-commerce platform with commercial operations in 18 countries. Only Argentina, Brasil, Chile, Colombia, Ecuador, Mexico, Uruguay, and Venezuela showed the highest trust indexes among all nations analyzed. The trust-sales relationship was statistically inconsistent across nations but worked as the most important predictor of sales, followed by purchase intention and price.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2019-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41926744","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-09-30DOI: 10.1080/15332861.2019.1668659
G. Aydin
Abstract Social commerce has become a hot topic since the beginning of Web 2.0 era; however, relevant research is scarce in emerging economies. This study aims to fill this research gap and answer the main research question of “what type of relevant personality traits and shopping motivations affect social commerce adoption intentions”. The research model was developed upon personality traits (openness to experience, need for uniqueness and buying impulsiveness) that are deemed to be relevant to online shopping and social media use. An online questionnaire was conducted on social media users. A total of 269 valid questionnaires were analyzed via structural equation modeling to test for the proposed relationships, majority of which emerged as non-linear. The findings highlight the significance of socialization motives in addition to utilitarian and hedonic shopping motives on social commerce adoption intentions. Openness to experience emerged as a significant trait that has an indirect effect on social commerce adoption intentions. Age and education materialized as significant demographics influencing shopping motivations in a social commerce setting.
{"title":"Do Personality Traits and Shopping Motivations Affect Social Commerce Adoption Intentions? Evidence from an Emerging Market","authors":"G. Aydin","doi":"10.1080/15332861.2019.1668659","DOIUrl":"https://doi.org/10.1080/15332861.2019.1668659","url":null,"abstract":"Abstract Social commerce has become a hot topic since the beginning of Web 2.0 era; however, relevant research is scarce in emerging economies. This study aims to fill this research gap and answer the main research question of “what type of relevant personality traits and shopping motivations affect social commerce adoption intentions”. The research model was developed upon personality traits (openness to experience, need for uniqueness and buying impulsiveness) that are deemed to be relevant to online shopping and social media use. An online questionnaire was conducted on social media users. A total of 269 valid questionnaires were analyzed via structural equation modeling to test for the proposed relationships, majority of which emerged as non-linear. The findings highlight the significance of socialization motives in addition to utilitarian and hedonic shopping motives on social commerce adoption intentions. Openness to experience emerged as a significant trait that has an indirect effect on social commerce adoption intentions. Age and education materialized as significant demographics influencing shopping motivations in a social commerce setting.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2019-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2019.1668659","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42814550","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-09-27DOI: 10.1080/15332861.2019.1668658
Bahar Kaya, Elaheh Behravesh, A. Abubakar, Omer Sami Kaya, Carlos Orús
Abstract Intense competition drives e-tailers to search for radically new ways to maintain and increase their market share. Drawing on Bagozzi’s (1992) appraisal → affective response → behavior framework, this study highlights the need, and develops a framework for customer e-loyalty and website familiarity for e-tailer. The purpose of this study is to investigate the moderating role of website familiarity in the relationships between e-service quality, e-satisfaction and e-loyalty in the context of an emerging economy, Turkey. The survey data were obtained using a judgmental sampling technique and analyzed through structural equation modeling. The findings show that website familiarity has a significant positive moderating effect on the relationship between e-satisfaction and e-loyalty, while e-service quality positively affects e-loyalty directly and indirectly through e-satisfaction. Implications for research and practice are discussed.
{"title":"The Moderating Role of Website Familiarity in the Relationships Between e-Service Quality, e-Satisfaction and e-Loyalty","authors":"Bahar Kaya, Elaheh Behravesh, A. Abubakar, Omer Sami Kaya, Carlos Orús","doi":"10.1080/15332861.2019.1668658","DOIUrl":"https://doi.org/10.1080/15332861.2019.1668658","url":null,"abstract":"Abstract Intense competition drives e-tailers to search for radically new ways to maintain and increase their market share. Drawing on Bagozzi’s (1992) appraisal → affective response → behavior framework, this study highlights the need, and develops a framework for customer e-loyalty and website familiarity for e-tailer. The purpose of this study is to investigate the moderating role of website familiarity in the relationships between e-service quality, e-satisfaction and e-loyalty in the context of an emerging economy, Turkey. The survey data were obtained using a judgmental sampling technique and analyzed through structural equation modeling. The findings show that website familiarity has a significant positive moderating effect on the relationship between e-satisfaction and e-loyalty, while e-service quality positively affects e-loyalty directly and indirectly through e-satisfaction. Implications for research and practice are discussed.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2019-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2019.1668658","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46056255","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-08-21DOI: 10.1080/15332861.2019.1639127
Tamather Shatnawi
Abstract The purpose of this research is to investigate and analyze the complex factors impacting electronic service quality (e-SQ) and to apply the outcomes to propose a conceptual integrated framework for electronic hedonic service quality (e-HSQ). The scope of published studies on e-SQ is wide, fragmented, and lacking integrated research efforts, particularly when dealing with hedonic values. This study uses a systematic literature review to trace hedonic aspects of service quality and applies qualitative research methods using two focus group interviews and the RQDA software package with applied funnel mechanism stages to derive a separate e-HSQ scale clustered into two main categories of themes—website experiential and visual—where both are integrated within the context of the Stimuli–Organism–Response framework. This has not been researched before and contributes to current literature by furthering understanding of online purchase behavior within the electronic-hedonic context. The findings and implications are discussed based on the development of the integrated framework and directions for future research are suggested.
{"title":"Development of an Integrated Conceptual Framework for Electronic Hedonic Service Quality (e-HSQ): An Exploratory Study","authors":"Tamather Shatnawi","doi":"10.1080/15332861.2019.1639127","DOIUrl":"https://doi.org/10.1080/15332861.2019.1639127","url":null,"abstract":"Abstract The purpose of this research is to investigate and analyze the complex factors impacting electronic service quality (e-SQ) and to apply the outcomes to propose a conceptual integrated framework for electronic hedonic service quality (e-HSQ). The scope of published studies on e-SQ is wide, fragmented, and lacking integrated research efforts, particularly when dealing with hedonic values. This study uses a systematic literature review to trace hedonic aspects of service quality and applies qualitative research methods using two focus group interviews and the RQDA software package with applied funnel mechanism stages to derive a separate e-HSQ scale clustered into two main categories of themes—website experiential and visual—where both are integrated within the context of the Stimuli–Organism–Response framework. This has not been researched before and contributes to current literature by furthering understanding of online purchase behavior within the electronic-hedonic context. The findings and implications are discussed based on the development of the integrated framework and directions for future research are suggested.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2019-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2019.1639127","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45533481","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-08-05DOI: 10.1080/15332861.2019.1641782
Jae‐Do Song
Abstract Consumer behavior and decision processes can differ according to product characteristics. To determine the characteristics that lead to explaining online shopping cart abandonment, this study adopts product categories as the unit of analysis and identifies product categorization variables and motivations for various shopping activities. The results of the present analysis indicate that among the motivations for shopping activities, deliberation, offline physical inspection, and hedonic shopping value have significant effects on cart abandonment. Among the product categorization variables, price, perceived importance, symbolic value, experience attribute, and purchase frequency have indirect significant effects on cart abandonment through the motivations for shopping activities. Finally, price has a direct effect on cart abandonment.
{"title":"A Study on Online Shopping Cart Abandonment: A Product Category Perspective","authors":"Jae‐Do Song","doi":"10.1080/15332861.2019.1641782","DOIUrl":"https://doi.org/10.1080/15332861.2019.1641782","url":null,"abstract":"Abstract Consumer behavior and decision processes can differ according to product characteristics. To determine the characteristics that lead to explaining online shopping cart abandonment, this study adopts product categories as the unit of analysis and identifies product categorization variables and motivations for various shopping activities. The results of the present analysis indicate that among the motivations for shopping activities, deliberation, offline physical inspection, and hedonic shopping value have significant effects on cart abandonment. Among the product categorization variables, price, perceived importance, symbolic value, experience attribute, and purchase frequency have indirect significant effects on cart abandonment through the motivations for shopping activities. Finally, price has a direct effect on cart abandonment.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2019-08-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2019.1641782","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47417267","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-06-12DOI: 10.1080/15332861.2019.1620045
B. Shaw, Ankit Kesharwani
Abstract This study attempts to identify the catalytic role of smartphone addiction in driving mobile wallet payment adoption behavior in emerging economies such as India. The research model was tested using a questionnaire-based response collected from 512 young consumers. The findings of structural equation modeling and multi-group analysis helped in understanding the influence and importance of the research constructs of perceived ease of use, perceived usefulness, and subjective norms in the adoption of mobile wallet payments by young people. The results indicated that the moderating effect of smartphone addiction played a substantial role in the adoption of mobile wallet payments. It has also revealed the importance of communication to the right consumer through proper channels and the appropriate age group. The outcome of the study can be utilized by marketers to frame strategies for positioning their services among an appropriate consumer base, thereby enhancing Internet business opportunities.
{"title":"Moderating Effect of Smartphone Addiction on Mobile Wallet Payment Adoption","authors":"B. Shaw, Ankit Kesharwani","doi":"10.1080/15332861.2019.1620045","DOIUrl":"https://doi.org/10.1080/15332861.2019.1620045","url":null,"abstract":"Abstract This study attempts to identify the catalytic role of smartphone addiction in driving mobile wallet payment adoption behavior in emerging economies such as India. The research model was tested using a questionnaire-based response collected from 512 young consumers. The findings of structural equation modeling and multi-group analysis helped in understanding the influence and importance of the research constructs of perceived ease of use, perceived usefulness, and subjective norms in the adoption of mobile wallet payments by young people. The results indicated that the moderating effect of smartphone addiction played a substantial role in the adoption of mobile wallet payments. It has also revealed the importance of communication to the right consumer through proper channels and the appropriate age group. The outcome of the study can be utilized by marketers to frame strategies for positioning their services among an appropriate consumer base, thereby enhancing Internet business opportunities.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2019-06-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2019.1620045","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41925361","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-05-29DOI: 10.1080/15332861.2021.1966724
Caitlin C. Ferreira, Jeandri Robertson, M. Reyneke
Abstract This paper considers the evaluation of social media performance from a user’s perspective using the expectation confirmation theory as the theoretical framework. The interplay between initial expectations and subsequent evaluations of social media performance, in particular, forms the basis of the evaluation. The research focuses on the influence that the performance of brand-related user-generated content is able to exert on a user’s brand attitude, self-image, and the development of their personal brand. This conceptual paper develops three propositions suggesting that the social media performance of brand-related user-generated content is able to influence one’s brand attitude, self-image, and personal brand respectively. A typology of four different social media user types is developed through an evaluation of the disconfirmation experienced as a result of the interplay between initial expectations and the actual evaluation of the performance of brand-related, user-generated content. The concept of social media performance is proposed, which considers the subjective evaluation of the performance of a brand-related post shared on social media platforms. In addition, the research expands the expectation confirmation theory to a new context in order to offer a more nuanced understanding of an existing yet under researched phenomenon.
{"title":"How Many Likes Are Good Enough? An Evaluation of Social Media Performance","authors":"Caitlin C. Ferreira, Jeandri Robertson, M. Reyneke","doi":"10.1080/15332861.2021.1966724","DOIUrl":"https://doi.org/10.1080/15332861.2021.1966724","url":null,"abstract":"Abstract This paper considers the evaluation of social media performance from a user’s perspective using the expectation confirmation theory as the theoretical framework. The interplay between initial expectations and subsequent evaluations of social media performance, in particular, forms the basis of the evaluation. The research focuses on the influence that the performance of brand-related user-generated content is able to exert on a user’s brand attitude, self-image, and the development of their personal brand. This conceptual paper develops three propositions suggesting that the social media performance of brand-related user-generated content is able to influence one’s brand attitude, self-image, and personal brand respectively. A typology of four different social media user types is developed through an evaluation of the disconfirmation experienced as a result of the interplay between initial expectations and the actual evaluation of the performance of brand-related, user-generated content. The concept of social media performance is proposed, which considers the subjective evaluation of the performance of a brand-related post shared on social media platforms. In addition, the research expands the expectation confirmation theory to a new context in order to offer a more nuanced understanding of an existing yet under researched phenomenon.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2019-05-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45315151","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-05-02DOI: 10.1080/15332861.2019.1595363
Yun-Kyung Cho
Abstract Service strategy literature emphasizes the alignment of target market, service concept, and service delivery system. This article reports scale development of a resource bundle that is useful to implement service strategies in Internet retailing. Three dimensions of the resource bundle are proposed in this study. They cover three alignment parts between target market and service concept, service concept and service delivery system, and target market and service delivery system. To rigorously develop the measurement scale, this study uses a two-stage procedure which comprises an item-level study that uses judges and a scale-level study that employs a survey of Internet retailers. Finally, a second-order measurement model of the resource bundle with a total of 14 measurement items was established. Results of the confirmatory factor analysis reveal empirical evidence of resource complementarities, thereby providing critical information about desirable resource allocation for Internet commerce and, in turn, carrying some managerial implications.
{"title":"Connecting Strategies to Resources: Scale Development of a Resource Bundle for Internet Retailing","authors":"Yun-Kyung Cho","doi":"10.1080/15332861.2019.1595363","DOIUrl":"https://doi.org/10.1080/15332861.2019.1595363","url":null,"abstract":"Abstract Service strategy literature emphasizes the alignment of target market, service concept, and service delivery system. This article reports scale development of a resource bundle that is useful to implement service strategies in Internet retailing. Three dimensions of the resource bundle are proposed in this study. They cover three alignment parts between target market and service concept, service concept and service delivery system, and target market and service delivery system. To rigorously develop the measurement scale, this study uses a two-stage procedure which comprises an item-level study that uses judges and a scale-level study that employs a survey of Internet retailers. Finally, a second-order measurement model of the resource bundle with a total of 14 measurement items was established. Results of the confirmatory factor analysis reveal empirical evidence of resource complementarities, thereby providing critical information about desirable resource allocation for Internet commerce and, in turn, carrying some managerial implications.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2019-05-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2019.1595363","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47526958","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-04-22DOI: 10.1080/15332861.2019.1595362
Delonia O. Cooley, Rochelle Parks-Yancy
Abstract Studies have found that information from celebrities, social media influencers, and people whom they know in real life affects millennial consumers’ purchasing decisions. This study investigates how celebrities, influencers, and people whom consumers know personally impacts the ways in which millennials utilize social media information to gain information about consumer products. The study also addresses factors that contribute to trusting that information. Using data from millennial college students, the authors found that Instagram was most utilized for apparel information, while YouTube was most relevant for cosmetic and hair products. However, information from people whom they knew personally was still deemed more trustworthy than that from other sources. Although research suggests that celebrities and social media influencers’ have a positive impact on raising product awareness, marketers should be cognizant that consumers still trust endorsements from people whom they know personally, above all else, regarding their purchasing decisions. Relying on celebrities and social media influencers to promote products does not substitute for or replace targeted marketing efforts to build consumers’ trust. Implications for research and practice are discussed.
{"title":"The Effect of Social Media on Perceived Information Credibility and Decision Making","authors":"Delonia O. Cooley, Rochelle Parks-Yancy","doi":"10.1080/15332861.2019.1595362","DOIUrl":"https://doi.org/10.1080/15332861.2019.1595362","url":null,"abstract":"Abstract Studies have found that information from celebrities, social media influencers, and people whom they know in real life affects millennial consumers’ purchasing decisions. This study investigates how celebrities, influencers, and people whom consumers know personally impacts the ways in which millennials utilize social media information to gain information about consumer products. The study also addresses factors that contribute to trusting that information. Using data from millennial college students, the authors found that Instagram was most utilized for apparel information, while YouTube was most relevant for cosmetic and hair products. However, information from people whom they knew personally was still deemed more trustworthy than that from other sources. Although research suggests that celebrities and social media influencers’ have a positive impact on raising product awareness, marketers should be cognizant that consumers still trust endorsements from people whom they know personally, above all else, regarding their purchasing decisions. Relying on celebrities and social media influencers to promote products does not substitute for or replace targeted marketing efforts to build consumers’ trust. Implications for research and practice are discussed.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2019-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2019.1595362","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43421775","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-04-03DOI: 10.1080/15332861.2019.1595364
Olli Tyrväinen, Heikki Karjaluoto
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.
{"title":"A Systematic Literature Review and Analysis of Mobile Retailing Adoption","authors":"Olli Tyrväinen, Heikki Karjaluoto","doi":"10.1080/15332861.2019.1595364","DOIUrl":"https://doi.org/10.1080/15332861.2019.1595364","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":4.3,"publicationDate":"2019-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2019.1595364","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44947404","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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