Title: Differences between mobile and non-mobile buyers: comparing attitudinal, motive-related, and media behaviour

Authors: Michael Groß

Addresses: Department of Planning and Innovation Management, Brandenburg University of Technology Cottbus-Senftenberg, Facility 5 – Economics, Law, and Society, Erich-Weinert-Str. 1, 03046 Cottbus, Germany

Abstract: The aim of this study is to investigate the disparities between different types of consumers with respect to their mobile shopping (m-shopping) attitude, shopping motives, and media usage behaviour when practising online shopping. Thus, this study is the first to combine three different consumer viewpoints to provide an enhanced consumer picture. The findings are as follows. First, non-m-buyers' attitude towards m-shopping is crucially formed by function-orientated aspects, and they prefer to engage more in exploring stores than in certain m-buying activities when they use smartphones. In contrast, m-buyers strive for more flexibility in meeting their recreational needs, since they have a hedonically compelled attitude towards m-shopping. Second, both groups regard m-shopping convenience as a basic requirement that must be fulfilled; otherwise, m-shopping is not useful to them at all. Moreover, contrary to non-m-buyers, the empirical outcomes suggest that m-buyers are multi-device shoppers because they engage heavily in online shopping and use portable media to a large degree, meaning that they are not restricted to a local environment.

Keywords: mobile buying; mobile shopping; m-shopping; mobile buyer; non-mobile buyer; consumer discrepancy; digital natives; generation Z; consumer attitude; shopping motive; media usage behaviour; mobile commerce; electronic marketing; retailing.

DOI: 10.1504/IJEMR.2020.106433

International Journal of Electronic Marketing and Retailing, 2020 Vol.11 No.1, pp.50 - 80

Received: 06 Feb 2018
Accepted: 21 May 2018

Published online: 07 Apr 2020 *

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