Investigating Mobile Services’ Impact on Consumer Shopping Experience and Consumer Decision-Making

Gokhan Karaatli, Jun Ma and Nichaya Suntornpithug

Mobile devices, particularly mobile phones, have become an important part of many people’s lives around the globe.

Investigating Mobile Services' Impact on Consumer Shopping Experience and Consumer Decision-Making

Gokhan Karaatli, Jun Ma and Nichaya Suntornpithug

Abstract:

Mobile devices, particularly mobile phones, have become an important part of many people's lives around the globe. This phenomenon has made mobile technology a very attractive marketing tool. This research focuses on mobile services' impact on shopping experience. More specifically, this exploratory study investigates consumers' belief with regards to mobile services impact on consumer shopping experience, both in terms of overall shopping experience and at different stages of the consumer decision-making process (need recognition, information search, evaluation...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands