What drives consumers to shop on mobile devices? Insights from a Meta-Analysis

Beatrice Luceri, (Tammo) Bijmolt, T.H.A., Silvia Bellini and Simone Aiolfi

Journal of Retailing, 2022, vol. 98, issue 1, 178-196

Abstract: The penetration of mobile devices has reshaped consumers’ shopping journeys, drawing the attention of both scholars and practitioners. Over the last two decades, a rich strand of empirical studies across disciplines has been conducted on the factors underlying mobile shopping behavior. We provide and test a comprehensive framework for both the key drivers of consumers’ initial adoption and the continuance intention to use mobile devices for purchasing. To achieve this goal, we conduct a meta-analysis, in which we integrate the findings from the literature and apply a structural equation modeling approach. Our work builds on the existing theories (Technology Acceptance Model, Theory of Planned Behavior, and Unified Theory of Acceptance and Use of Technology) and offers an extensive understanding of the variables that shape mobile shopping behavior. Based on 207 articles, with 228 studies, 4,354 effect sizes, a total sample size of 68,944 shoppers, our findings show that mobile shopping is influenced by variables that reflect the evolution of technological innovations and the consequent improvement of the functionality and convenience of mobile devices (previous digital experience and ubiquity). Managerially, based on these findings, we provide a future research agenda and the key implications for firms to develop for a successful marketing strategy throughout the mobile customer journey. Companies should focus on both utilitarian and hedonic variables to stimulate the intention to use the mobile for the first time. In addition, to increase continuance intention to use mobile for shopping, they improve customer satisfaction, through enjoyment and the three dimensions of quality of the mobile channel.

Keywords: Mobile shopping (m-shopping); Retailing; Customer journey; Customer purchase behavior; Meta-analysis; Structural equation model (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0022435922000082
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:98:y:2022:i:1:p:178-196

DOI: 10.1016/j.jretai.2022.02.002

Access Statistics for this article

Journal of Retailing is currently edited by A. Roggeveen

More articles in Journal of Retailing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().