What drives consumers’ mobile shopping? 4Ps or shopping preferences?

Abstract

Purpose Mobile shopping emerges, but the marketing factors driving consumers’ mobile shopping lack clarification. Literature gaps also exist to view mobile shopping from a consumer behavior’s perspective. The purpose of this paper therefore is to empirically explore the issue based on the lifestyle perspective, 4Ps marketing theory and the information system (IS) success model. Design/methodology/approach A survey method was adopted. Data were gathered from consumers who had experience in mobile shopping. The collected data were analyzed with PLS to explore the issues. Findings The results showed that platform use habit, price comparison preference, shopping independence preference and promotion marketing quality were significantly associated with consumers’ use of mobile shopping apps/websites. They also showed that promotion marketing quality, price marketing quality and product marketing quality were the important marketing factors driving consumers’ user satisfaction of mobile shopping apps/websites. Finally, the results also indicated the importance of both consumers’ use and user satisfaction of mobile shopping apps/websites in arousing their continuous use intention. Research limitations/implications The results of the study bridge the gap between the 4Ps marketing theory and the IS success model. They provide a direction for further studies to bridge the marketing theories and the IS theories in exploring the development of mobile commerce. Practical implications The results facilitate the management of mobile shopping apps/websites in building and keeping a long-term relationship with consumers through providing good marketing qualities in the core marketing mix. The results also indicate the importance of user satisfaction in branding management and relationship management of mobile shopping apps/websites. Originality/value The results showed that price comparison preference and shopping independence preference were significantly associated with consumers’ use of mobile shopping apps/websites due to the convenient access empowered by mobility in shopping services. The results also suggest that with good design in 4Ps marketing qualities of mobile shopping apps/websites, including product, price and promotion, mobile shopping could be a suitable lifestyle satisfying consumers. However, the results also showed that factors driving consumers’ system use and user satisfaction of mobile shopping apps/websites were not the same. Finally, the results validated the significant impact of both system use and user satisfaction in activating consumers’ continuance intention of mobile shopping. They provided a positive link between consumers’ mobile shopping apps/websites use to their keeping the lifestyle of mobile shopping.

Consumer Mobile Shopping Acceptance Predictors and Linkages: A Systematic Review and Weight Analysis

“…In addition, perceived usefulness similar to performance expectancy (11 studies) and perceived ease of use (9 studies) similar to effort expectancy the two independent variables of technology acceptance model (TAM) emerged as the most utilized variables emphasising TAM's dominance in individual adoption research. Besides individual characteristics from dominant technology acceptance theories, researchers have scarcely employed theories such as IS success model e.g., [16,72] and flow theory e.g., [39,52] to evaluate impact of system characteristics such as system quality, information quality, and system flow experience on consumer mobile shopping acceptance. The preceding discussion reveals researches mostly deployed theories developed in the organisation context as theoretical lens and seldom employed consumer-focused theories such as extended unified theory of acceptance and use of technology (UTAUT2) to examine mobile shopping acceptance.…”

“…Multifaceted trust-risk model and theory of planned behaviour jointly occupied fourth position by serving as theoretical lens on two instances each. Furthermore, there were eight theories/models such as (1) 4P's marketing theory [16], (2) Behavioural reasoning theory [37], (3) Elaboration likelihood model [38], (4) Flow theory [39], (5) IS success model [14], (6) Stimulus-Organism-Response (SOR) framework [40], (7) Technology readiness [41], and (8) Trust transfer theory [15] that researchers employed on one instance each. Finally, there were two studies [42,43] that did not employ any dominant theories to examine consumer mobile shopping acceptance.…”

“…Despite the potential of mobile technology, mobile readiness report on Fortune 500 companies' mobile websites revealed just one-quarter had mobile-responsiveness and majority of the companies were unprepared [10]. The majority of existing consumer on mobile shopping acceptance studies focused on intention related outcome variables such as behavioural intention [11][12][13], purchase intention [14,15], and continuous intention [16,17] rather than use behaviour. Mobile shopping adoption can be achieved at faster rate based on the learning from existing research on this topic across different countries.…”

The Impact of Marketing Mix Elements on Brand Loyalty towards Speech Therapy in Health Science Industry Malaysia

“…Pricing can be manifested in different forms, such as value-based (which is depending on the purchaser's perception on the speech therapy service offered), can be according to the market competitiveness and going-rate (for instance, if the market price is at standard rate, the pricing would be more or less at that range), skimming (which targets the affluent clients with families/children diagnosed with feeding, swallowing and communication problems), discount, loss-leader (purposefully set the price at a lower price than the market price in order to attract client crowd) and psychological (such as put the price at RM99 rather than RM100). Promotion could directly point out the significance of their advantages and their respective marketing positions (Chen, 2018). To strengthen the customer relationship with the brand, a promotion can deepen a client's memory towards the pricing structure and strategies set by a speech therapy centre.…”

“…The places where promotion takes place affects quality of marketing and thus brand loyalty. A good promotion place improves the credibility of the store image and stimulates consumption growth (Chen, 2018). Speech therapy centre sourced continuous referrals or demand from different settings, hence those places required a different type of promotion.…”