Shopping on the go: how walking influences mobile shopping performance
by Sarah M. Stanley; Cassandra C. Elrod; Nathan W. Twyman; Cui Zou
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 9, No. 4, 2018

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.

Online publication date: Fri, 28-Sep-2018

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