Title: Shopping on the go: how walking influences mobile shopping performance

Authors: Sarah M. Stanley; Cassandra C. Elrod; Nathan W. Twyman; Cui Zou

Addresses: Department of Business and Information Technology, Missouri University of Science and Technology, 107H Fulton Hall, 301 W. 14th Street, Rolla, MO 65409, USA ' Department of Business and Information Technology, Missouri University of Science and Technology, 107E Fulton Hall, 301 W. 14th Street, Rolla, MO 65409, USA ' Department of Business and Information Technology, Missouri University of Science and Technology, 111 Fulton Hall, 301 W. 14th Street, Rolla, MO 65409, USA ' Department of Business and Information Technology, Missouri University of Science and Technology, 101 Fulton Hall, 301 W. 14th Street, Rolla, MO 65409, USA

Abstract: Given the growth in use and capabilities of mobile devices, the mobile commerce (m-commerce) market is also continuing to grow and become more sophisticated. Studies exploring the results of m-commerce using mobile devices, however, have traditionally been done in a stationary setting. This exploratory study seeks to examine how m-commerce is impacted by the use of mobile devices in a stationary versus a walking setting. Treadmill desks were used to replicate mobile shopping while using mobile devices and then compared the results with the same task completed on mobile devices in a stationary manner. Results indicate that shopping while walking increases the time it takes to complete the shopping task but not the dollar amount spent for the product in question.

Keywords: m-commerce; mobile commerce; mobility; walking; shopping; treadmill desk; shopping task.

DOI: 10.1504/IJEMR.2018.094985

International Journal of Electronic Marketing and Retailing, 2018 Vol.9 No.4, pp.307 - 319

Received: 06 May 2016
Accepted: 11 May 2017

Published online: 05 Apr 2018 *

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