Shop While You Talk: Determinants of Purchase Intentions Through A Mobile Device
The unprecedented technological development in mobile devices, mobile computing and mobile web has resulted in significant growth of mobile commerce, which refers to one- or two-way exchange of value facilitated by a mobile device (MMA, 2010). In the context of retailing, mobile commerce encompasses shopping via Internet-enabled mobile devices (i.e., smartphones and tablets) that is rapidly emerging as a new retail channel. Many customers use their mobile devices in several ways to initiate shopping or enhance traditional shopping experiences. For example, consumers use mobile phones to research product information, check or compare prices, access a store's mobile application to get information about the store, check product availability, and to get coupons through mobile devices. In spite of such widespread uses of mobile device for shopping related experiences, the biggest challenge for retailers has been encouraging customers to complete the purchase through the mobile device. In other words, there is a perceptible gap in consumers' usage of mobile devices for shopping related experiences and direct purchase via a mobile device.