Personalised Content in Mobile Applications and Purchase Intentions: An Exploratory Study

Kleopatra Konstantoulaki, Ioannis Rizomyliotis and Antigoni Papangelopoulou

Business and Management Studies, 2019, vol. 5, issue 4, 13-23

Abstract: This study aims to examine how personalised content affects consumers¡¯ purchase intentions in the mobile beauty shopping applications within the UK. Based on previous studies personalised content on mobile beauty applications influences consumer behaviour in terms of mobile application convenience, m-loyalty and emotions. In-depth semi-structured interviews were conducted with 12 females between the ages of 18-35 who live in the UK. According to the results, personalised content has a positive influence on both mobile convenience and m-loyalty while for emotions the influence is both positive and negative. Moreover, findings also suggested that the personalisation-privacy paradox can prevent consumers from making a purchase. The study provides suggestions towards m-retailers and managers in relation to m-commerce and beauty mobile applications. Findings also offer an insight with regards to how m-retailers can successfully incorporate personalised content to increase consumers¡¯ retention and eventually their profitability.

Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://redfame.com/journal/index.php/bms/article/view/4571/4747 (application/pdf)
http://redfame.com/journal/index.php/bms/article/view/4571 (text/html)

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:rfa:bmsjnl:v:5:y:2019:i:4:p:13-23

Access Statistics for this article

More articles in Business and Management Studies from Redfame publishing Contact information at EDIRC.
Bibliographic data for series maintained by Redfame publishing ().