On the Go: How Mobile Shopping Affects Customer Purchase Behavior

Wang, Rebecca Jen-Hui; Malthouse, Edward C.; Krishnamurthi, Lakshman

doi:10.1016/j.jretai.2015.01.002

Cited by 465 publications

(419 citation statements)

References 41 publications

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“…These results may indicate that impulse consumers perceive that mobile devices suit their urgent needs better. The nature of mobile devices, their size and physical characteristics, allow consumers to search and shop anywhere and at any time (Gao et al, 2015;Wang, Malthouse, & Krishnamurthi, 2015). Furthermore, consumer-oriented mobile marketing action is often designed to encourage consumers to make spur-of-moment purchases.…”

Section: Mobile Omnichannel Behaviormentioning

confidence: 99%

Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behavior

Rodrguez-Torrico

Cabezudo

San-Martn

2017

Computers in Human Behavior

121

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Section: Mobile Omnichannel Behaviormentioning

confidence: 99%

Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behavior

Rodrguez-Torrico

Cabezudo

San-Martn

2017

Computers in Human Behavior

121

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“…live TV, time-shifted TV, desktop computer, tablet or smartphone), and can further inform placement decisions. For example, Wang, Malthouse, and Krishnamurthi (2015) find that consumers are more likely to make simple, habitual decisions on mobile devices and purchases requiring consideration on PCs. Finally, what refers to the program currently being watched.…”

Section: Current Contextmentioning

confidence: 99%

Understanding programmatic TV advertising

Malthouse

Masłowska

Franks

2018

International Journal of Advertising

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Television is undergoing tremendous technological developments, which will enable marketers to direct commercial messages to more specific audiences at the individual and/or household level. Traditional ways of buying TV advertising are being challenged by the programmatic approach, which originated with search and display ads, and uses data and technology and real-time auctions to automate transactions between buyers and sellers. We discuss the changes to TV that enable the rise of programmatic models and propose that its future success depends on the coordination and availability of three factors, abbreviated DAD: distribution, ad inventory and data. We also elaborate on the effects of media context and how the TV program environment matters for advertising effectiveness. Finally, we discuss the future of TV advertising and related research needs.

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“…Es por ello que la forma en la que el consumidor procesa la información generada por la intervención puede moderar su efecto sobre el cambio de comportamiento. En un contexto multicanal, los consumidores tienden a persistir en su rutina habitual si perciben el uso del nuevo canal como la evolución natural de la continuación de su relación con la organización (Wang et al, 2015).…”

Section: Las Campañas Públicas De Cambio De Comportamientounclassified

Sesgos cognitivos y uso del e-gobierno. Una perspectiva conductual

Molina

Moreno

González

et al. 2018

GAPP

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El e-gobierno se presenta como una herramienta al servicio de la mejora de la eficacia y eficiencia en la prestación de los servicios públicos. Pero, pese a los esfuerzos por lograr una adopción generalizada del e-gobierno, éste presenta unas tasas de uso inferiores a las anheladas. Si bien dicho fenómeno ha sido estudiado desde diferentes perspectivas, en el presente trabajo se presenta la perspectiva conductual como enfoque que responda a tal reto. Para ello, se analiza la relación entre diferentes sesgos cognitivos vinculados a la tendencia del statu quo (hábito, inercia y resistencia) con la intención (de uso para los usuarios y de continuación para los usuarios). Los datos fueron captados tras un trabajo cualitativo (dos sesiones de grupo) y un trabajo cuantitativo (923 cuestionarios), dirigido a dos muestras diferentes de ciudadanos (no-usuarios y usuarios del e-gobierno). Los resultados constatan la presencia de la tendencia al statu quo en el uso del e-gobierno. Mientras en el caso de los no-usuarios del e-gobierno se encuentran presentes los sesgos cognitivos analizados, llevando a dilatar su uso, entre los usuarios del e-gobierno carece de relevancia el hábito, por lo que se mantienen en su uso como canal de acceso a los servicios públicos.

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On the Go: How Mobile Shopping Affects Customer Purchase Behavior

Cited by 465 publications

References 41 publications

Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behavior

Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behavior

Understanding programmatic TV advertising

Sesgos cognitivos y uso del e-gobierno. Una perspectiva conductual

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