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...