Mobile Shopping Through Applications: Understanding Application Possession and Mobile Purchase |
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| Institution: | 1. Department of Statistics, University of California, Berkeley, Berkeley, CA 94720, USA;2. School of Business, Yonsei University, Seoul 03722, Republic of Korea;3. Neeley School of Business, Texas Christian University, Fort Worth, TX 76109, USA;1. Leavey School of Business, Santa Clara University, Dept of Marketing, 500 El Camino Real, Santa Clara, CA 95053, United States;2. Stephen M. Ross School of Business, University of Michigan, United States;3. Stonehill College, United States;1. Institute of Marketing, University of Muenster, Am Stadtgraben 13-15, 48143 Muenster, Germany;2. Department of Marketing, Faculty of Economics and Business, University of Groningen, P.O. Box 800, 9700 AV Groningen, The Netherlands |
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| 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. |
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