What do we know about consumer m-shopping behaviour?

Marriott, Hannah ORCID: https://orcid.org/0000-0002-4439-1213, Williams, Michael and Dwivedi, Yogesh 2017. What do we know about consumer m-shopping behaviour? International Journal of Retail & Distribution Management 45 (6) , pp. 568-586. 10.1108/IJRDM-09-2016-0164

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Abstract

Purpose The purpose of this paper is to provide a review of the mobile shopping (m-shopping) acceptance literature to bring international marketing and consumer research attention to m-shopping acceptance factors and limitations in current understandings to propose recommendations for further academic and retailing attention. Design/methodology/approach Keyword searches identified the consumer-focused literature across mobile commerce, m-shopping, mobile browsing and mobile purchasing, published in English language journals. A classification framework is created and a time frame is established to provide a more focused direction for research. Findings Despite the growing popularity of consumers adopting m-shopping activities and the increasing academic attention, consumer m-shopping utilisation remains low and research into its causes remains in its infancy. This paper has subsequently identified a variety of recommendations for further research, including further insights into perceived risk, user vs non-user behaviours, the multi-stage shopping process, incorporation of time considerations and theoretical development. Originality/value There has yet been a review of the m-shopping literature collaborating literary findings and limitations in the consumer m-shopping environment. Three major themes arise in this paper. First, there are a variety of factors affecting consumer willingness to accept m-shopping which are often incorporated in existing theory in a sporadic manner. Second, factors can create positive and/or negative consumer perceptions, requiring further insight. Finally, research limitations predominantly surround theoretical and methodological constraints, prompting for wider geographical and more longitudinal approaches to research.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Emerald
ISSN:	0959-0552
Date of First Compliant Deposit:	29 September 2023
Date of Acceptance:	15 February 2017
Last Modified:	18 Oct 2023 15:30
URI:	https://orca.cardiff.ac.uk/id/eprint/162846

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