Mobile Shopping Through Applications: Understanding Application Possession and Mobile Purchase

Mingyung Kim, Jeeyeon Kim, Jeonghye Choi, Minakshi Trivedi

Research output: Contribution to journalArticle

11 Citations (Scopus)

Abstract

Smartphones have penetrated rapidly and mobile shopping provides promising market opportunities for retailers. However, little is known about mobile shopping patterns and inferring these patterns from online shopping may provide misleading insights. We combine mobile log data and a mobile panel survey, and examine two stages in mobile shopping: the possession of shopping applications (hereafter, apps) and the purchase via shopping apps. Our exploratory investigation of mobile data and its empirical analyses provide three substantive findings. First, online experience and mobile experience both positively relate to the possession of shopping apps. Second, browsing behavior for non-shopping apps helps understand the possession of shopping apps as it reflects user preferences for acquiring more apps. Third, purchasing decisions are explained by digital experience (i.e., online experience and mobile experience) and browsing information from shopping apps, with other factors being of little predictive value. The implications for mobile retailing research and practice are discussed.

Original languageEnglish
Pages (from-to)55-68
Number of pages14
JournalJournal of Interactive Marketing
Volume39
DOIs
Publication statusPublished - 2017 Aug 1

Fingerprint

Shopping
Purchase
Purchasing
Retailing
Online shopping
User preferences
Retailers
Factors

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing

Cite this

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Mobile Shopping Through Applications : Understanding Application Possession and Mobile Purchase. / Kim, Mingyung; Kim, Jeeyeon; Choi, Jeonghye; Trivedi, Minakshi.

In: Journal of Interactive Marketing, Vol. 39, 01.08.2017, p. 55-68.

Research output: Contribution to journalArticle

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