Authors: Ayushi Tewari; Madhvendra Misra
Addresses: Department of Management Studies, Indian Institute of Information Technology Allahabad, Allahabad 211015, Uttar Pradesh, India ' Department of Management Studies, Indian Institute of Information Technology Allahabad, Allahabad 211015, Uttar Pradesh, India
Abstract: Mobile commerce has nowadays become a popular internet marketing strategy which operates through various mobile devices. Mobile shopping and mobile banking are the two phenomenal shifts that have transcended the consumers' attentions and interest towards online shopping. Both national players (Flipkart, Myntra, Snapdeal) and international players (Amazon, eBay) are working strategically in m-commerce business so as to increase their market share. Mobile apps are designed in such a way that they exclusively focus on increasing user engagement and make their experience easier. The aim of this research paper is to analyse the effect of mobile shopping apps on middle age consumers buying behaviour. The results revealed the significant impact of mobile shopping apps on buying behaviour of middle age consumers. Further it can be inferred that pre purchase services, transaction related services and satisfaction of middle age consumers are instrumental in determining the purchase intention of middle age consumers.
Keywords: mobile shopping apps; middle age consumers; buying behaviour; mobile commerce; internet marketing strategy; mobile devices; pre purchase services; transaction related services; satisfaction; purchase intention.
International Journal of Business Forecasting and Marketing Intelligence, 2018 Vol.4 No.2, pp.123 - 153
Received: 04 May 2017
Accepted: 03 Aug 2017
Published online: 14 Feb 2018 *