The Adoption of Mobile Payment Technologies, Social Interactive Consumer-Oriented Applications, and Online Purchasers’ Decision-Making Process

¹ Spiru Haret University, Department of Economics, Fabricii 46G, 060821, Bucharest, Romania
² “Dimitrie Cantemir” Christian University, Department of Economics, Splaiul Unirii 176, 040042, Bucharest, Romania
³ The Bucharest University of Economic Studies, Department of Economics, Piața Romană 6, 010374, Bucharest, Romania

^* Corresponding author: phd_lazaroiu@yahoo.com

Abstract

Research background: This paper analyzes the outcomes of an exploratory review of the current research on the relationship between the global adoption of mobile payment technologies, social interactive consumer-oriented applications, and online purchasers’ decision-making process.

Purpose of the article: The data used for this study was obtained and replicated from previous research conducted by Econsultancy and Statista. We performed analyses and made estimates regarding mobile e-commerce sales worldwide, frequency of mobile retail app usage according to U.S. smartphone shoppers, how well organizations understand the customer journey for certain audiences, share of Internet users who are likely to use mobile payments on their smartphone in the next year (by country), and time spent per mobile app category.

Methods: Data collected from 6,200 respondents are tested against the research model by using structural equation modeling.

Findings & Value added: The advent of smartphones redesigns the routine of shopping, thus altering the agency of users. Retailers have instant access to data on the geographical position of users that can be employed in addition to other information to regulate the decision-making process. Perceived effortlessness in utilization of the smartphone is somewhat similar for various mobile shopping application settings. The degree to which mobile purchasing applications are time critical and location sensitive may differ substantially. Mobile retailers can make public the personal, collaborative, and instantaneous buying experience that mobile shopping can offer to customers.