2012
DOI: 10.2753/jec1086-4415160406
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Consumer Motivations in Browsing Online Stores with Mobile Devices

Abstract: We examine the effects of consumer motivations on browsing online stores with mobile devices and compare them with those on browsing physical stores. The results of the simultaneous analysis in multiple populations with structural equation modeling show that four kinds of motivations affect browsing mobile-based online stores, whereas three motivations affect browsing physical stores. This study implies that idea motivation is the most important determinant of both mobile and offline browsing. Also, it implies… Show more

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Cited by 60 publications
(40 citation statements)
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“…Consumer motives for shopping are basic to understanding consumer behavior [9,50]. In the case of fashion shopping, it is important to know whether people with high experience in shopping online have different motivations for buying through the Internet and brick-and-mortar stores than people with low experience in buying fashion online.…”
Section: Hedonic and Utilitarian Shopping Motivationsmentioning
confidence: 99%
“…Consumer motives for shopping are basic to understanding consumer behavior [9,50]. In the case of fashion shopping, it is important to know whether people with high experience in shopping online have different motivations for buying through the Internet and brick-and-mortar stores than people with low experience in buying fashion online.…”
Section: Hedonic and Utilitarian Shopping Motivationsmentioning
confidence: 99%
“…Although there is limited literature which explores the customer benefits linked to shopping via mobile phones, existing research suggests benefits include that customers can shop in an exciting and stimulating atmosphere, can keep up with new products and innovations, and are able to more easily search for discounted products [37). Few prior studies have examined the customer advantages associated with catalogue shopping [33], though this is not surprising given the comparatively low number of retailers who have historically used catalogues as a channel to sell products and services to customers.…”
Section: Changing Shopper Behaviourmentioning
confidence: 99%
“…While the arrival of the Internet and shifting consumer behaviour has motivated bricks-andmortar retailers to go multichannel via adding an Internet channel [62,64], Internet and catalogue based retailers have similarly added channels such as mobile phones [3,14,37] and physical stores. For example, Amazon has rolled out order-collection lockers, located in retail shopping centres in the UK and in 7-Eleven stores in the US, to complement its existing Internet, mobile and tablet shopping channels [10].…”
mentioning
confidence: 99%
“…Browsing is an important context that is important for developers to consider, as it is required for effective search [51]. Employing a search engine on a site would theoretically allow users to jump directly to, or at least much more closely to, the target page.…”
Section: Information Scentmentioning
confidence: 99%