Do mobile shoppers feel smart in the smartphone age?

The research examined whether mobile shoppers feel smart in today's smart age. It has been observed that impulse buying and price dependency are increasing among mobile shoppers in the smart phone age. We paid attention to 'smart shopper feelings SSFs' to find the reason of the phenomenon. SSFs are defined as ego-expressive excitements generated in consumers by price promotion. Consumers using smartphones can browse for and purchase items easily and feel 'smarter', with a greater sense of efficacy compared with traditional shopper. In this paper, the antecedents and consequences of SSFs that come from mobile shopping were identified and tested. Our results show that the characteristics of a buying experience undergone through mobile promotion and shopping applications significantly affected SSFs. Furthermore, the experience identified a significant effect of SSFs on impulse buying and price dependence. The implications of this work and suggestions for further research are outlined based on the results.

[1]  James C. Anderson,et al.  STRUCTURAL EQUATION MODELING IN PRACTICE: A REVIEW AND RECOMMENDED TWO-STEP APPROACH , 1988 .

[2]  Jen-Her Wu,et al.  Development of a tool for selecting mobile shopping site: A customer perspective , 2006, Electron. Commer. Res. Appl..

[3]  Scot Burton,et al.  Antecedents of private label attitude and national brand promotion attitude: similarities and differences , 2002 .

[4]  K. Ruyter,et al.  An assessment of value creation in mobile service delivery and the moderating role of time consciousness , 2007 .

[5]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[6]  Florian Michahelles,et al.  Towards a better understanding of mobile shopping assistants: a large scale usage analysis of a mobile bargain finder application , 2011, LARGE '11.

[7]  Hsi-Peng Lu,et al.  Factors affecting purchase intention on mobile shopping web sites , 2009, Internet Res..

[8]  J. Freedman,et al.  Nonfinancial Motives and Bargain Hunting1 , 1995 .

[9]  E. Y. Kim,et al.  Modeling consumer adoption of mobile shopping for fashion products in Korea , 2009 .

[10]  Robert M. Schindler,et al.  The Excitement of Getting a Bargain: Some Hypotheses Concerning the Origins and Effects of Smart-Shopper Feelings , 1989 .

[11]  Dhruv Grewal,et al.  The Effect of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions , 1998 .

[12]  Youn-Kyung Kim,et al.  Smart shopping: conceptualization and measurement , 2012 .

[13]  Scot Burton,et al.  A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates , 1998 .

[14]  Miriam Tatzel.  ''Money worlds'' and well-being: An integration of money dispositions, materialism and price-related behavior , 2002 .

[15]  ThaeMin Lee,et al.  Contextual perceived value?: Investigating the role of contextual marketing for customer relationship management in a mobile commerce context , 2007, Bus. Process. Manag. J..

[16]  Subhash Sharma,et al.  Sample size effects on chi square and other statistics used in evaluating causal models. , 1982 .

[17]  F. Piron.  Defining Impulse Purchasing , 1991 .

[18]  Alain Yee-Loong Chong,et al.  Predicting consumer decisions to adopt mobile commerce: Cross country empirical examination between China and Malaysia , 2012, Decis. Support Syst..

[19]  Terence A. Oliva,et al.  Play as a Consumption Experience: The Roles of Emotions, Performance, and Personality in the Enjoyment of Games , 1984 .

[20]  Pierre Chandon,et al.  A Benefit Congruency Framework of Sales Promotion Effectiveness , 2000 .

[21]  Haim Mano,et al.  Smart Shopping: the Origins and Consequences of Price Savings , 1997 .

[22]  E. Bigné,et al.  The Impact of Internet User Shopping Patterns and Demographics on Consumer Mobile Buying Behaviour , 2005 .

[23]  Peter McGoldrick,et al.  Antecedents of Spontaneous Buying Behaviour During Temporary Markdowns , 1998 .

[24]  Dennis W. Rook,et al.  Normative Influences on Impulsive Buying Behavior , 1995 .

[25]  Kiseol Yang.  Consumer technology traits in determining mobile shopping adoption: An application of the extended theory of planned behavior , 2012 .

[26]  E. Hirschman,et al.  Hedonic Consumption: Emerging Concepts, Methods and Propositions , 1982 .

[27]  Franziska Völckner,et al.  The dual role of price: decomposing consumers’ reactions to price , 2008 .

[28]  Youn-Kyung Kim,et al.  The Effects of Ethnicity and Product on Purchase Decision Making , 2001, Journal of Advertising Research.

[29]  R. Schindler.  A coupon is more than a low price: Evidence from a shopping-simulation study , 1992 .

[30]  Darren W. Dahl,et al.  Fairness and Discounts: The Subjective Value of a Bargain , 2003 .

[31]  R. Bagozzi,et al.  On the evaluation of structural equation models , 1988 .

[32]  Blanca Hernández,et al.  Customer behavior in electronic commerce: The moderating effect of e-purchasing experience , 2010 .

[33]  Robert M. Schindler,et al.  Consequences of Perceiving Oneself as Responsible for Obtaining a Discount: Evidence for Smart-Shopper Feelings , 1998 .