“…In the US, 79% of smartphone users are also mobile consumers, most often though by means of specific retail applications in stores such as Best Buy, Kohl or Macy's. Through mobile applications, the shopper can check prices, discounts, additional information and reviews of products, compare product features, and ask opinions from friends (Kang, Mun, & Johnson, 2015;Kerviler, Demoulin, & Zidda, 2016).…”