Impact of Mobile Shopping Behaviour: Implications for Designing Mobile Marketing Strategy

-Mobile commerce, by the end of 2017, will be 24.4% of overall Ecommerce revenues. Mobile app stores have emerged as vital part of Mcommerce. It is projected to grow to $76.5 billion in 2017 according to a survey from Statistica, February, 2015. In India, as on April 2015, mcommerce accounted 72% of overall ecommerce. This indicates that the mobile shopping channel has emerged as an influential medium for connecting customers with retailers and ultimately in generating sales. Mobile internet services can provide e-commerce activities in a different way than existing shopping services. This study analyses the critical determinants of mobile shopping behaviour which includes the personality traits, motivation, and ease of use, perceived usefulness and attitude towards purchase using smart phones. It explains about these factors that might influence a mobile shopper’s purchase intention. A conceptual model was proposed to illustrate the relationships between the factors of mobile shopping and the effect of drivers and impediments of online shopping using smart phones on these factors, such as, ease of use, perceived usefulness, and attitude towards purchase using mobile phones. The secondary data from the literature were used to explain and explore the relationship between these factors. The discussion on managerial implications suggested the retailers to predict consumers shopping behaviour for their products and to design the personalized mobile marketing strategy to gain more benefits from existing customers and to improve the motivation of the potential mobile shoppers.