SHS Web of Conf.
Volume 92, 2021The 20th International Scientific Conference Globalization and its Socio-Economic Consequences 2020
|Number of page(s)||7|
|Section||Corporate Social Responsibility and Consumer Claims|
|Published online||13 January 2021|
Perceptions and behavior-related intentions of consumers in smartphone-based mobile commerce
1 Ovidius University, Department of Economics, Mamaia 124, 900527, Constanța, Romania
2 The Bucharest University of Economic Studies, Department of Economics, Piața Romană 6, 010374, Bucharest, Romania
* Corresponding author: firstname.lastname@example.org
Research background: This article presents an empirical study carried out to evaluate and analyze perceptions and behavior-related intentions of consumers in smartphone-based mobile commerce globally.
Purpose of the article: Building our argument by drawing on data collected from Nielsen and Statista, we performed analyses and made estimates regarding positive and negative aspects of smartphone shopping according to EU mobile shoppers, mobile shopping activities among smartphone and tablet owners, mobile visits to leading retail websites in the U.S., and most popular payment methods for everyday transactions according to Internet users worldwide.
Methods: Data collected from 4,400 respondents are tested against the research model by using structural equation modeling.
Findings & Value added: The sudden advancement of mobile technology has driven numerous retailers to strive and capitalize on smartphones as a supplementary tool in the operation of sales. Smartphone applications as an innovative channel can be carried out in retail marketing mix for the purpose of constituting constructive customer relationships. Consumer use of mobile shopping applications constitutes a thought-provoking difficult task for retailers and application developers. Habit and omnipresence unswervingly shape customers’ purposes and concrete mobile shopping usage behaviors. The browsing extent and rate of recurrence of non-shopping applications clarifies the quantity of shopping software mobile users hold on their smartphones. Product reviews are paramount to users and a manner of gaining information unspecified by the retailer.
Key words: perception / behavior / smartphone / mobile / commerce
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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