Understanding how smartphone’s usage shapes in-store consumer experience: an empirical study of mobile retailing in the UK apparel sector
Understanding how smartphone’s usage shapes in-store consumer experience: an empirical study of mobile retailing in the UK apparel sector
Resent research on omni-channel retailing has focused on mobile marketing implications and consumer perceived experiences that directs individual shopping behaviour. In addition, consumer-centric marketing has empowered purchasers as value co-creators during buying process through sharing experience and knowledge to the other stakeholders. Thus, this in-progress research investigates in-store smartphone’s usage and its influence on consumer purchase decision in apparel retailing. We base our theorisation on the Uses and Gratifications (U&G) Theory, and we have conducted 43 open-ended interviews in order to explore distinct consumer interactive behaviours with their smartphone usage across all steps of the shopping process, on the individual’s perceptions on using mobile shopping applications and consumers’ interactions via smartphone during store visits. Finally, we discuss the theoretical contribution and managerial implications of the research.
consumer in-store experience, mobile shopping, Value co-creation, uses and gratifications theory
Lyu, Jing
5e87d21c-8fbe-4391-bffd-96eaae9a2a43
Molesworth, Mike
e5c49304-a25b-4966-b705-5a74e12194d6
KRASONIKOLAKIS, IOANNIS
44f93e0c-6fef-4b6c-a45b-78865a448223
September 2017
Lyu, Jing
5e87d21c-8fbe-4391-bffd-96eaae9a2a43
Molesworth, Mike
e5c49304-a25b-4966-b705-5a74e12194d6
KRASONIKOLAKIS, IOANNIS
44f93e0c-6fef-4b6c-a45b-78865a448223
Lyu, Jing, Molesworth, Mike and KRASONIKOLAKIS, IOANNIS
(2017)
Understanding how smartphone’s usage shapes in-store consumer experience: an empirical study of mobile retailing in the UK apparel sector.
In 11th Mediterranean Conference on Information Systems.
MCIS..
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Abstract
Resent research on omni-channel retailing has focused on mobile marketing implications and consumer perceived experiences that directs individual shopping behaviour. In addition, consumer-centric marketing has empowered purchasers as value co-creators during buying process through sharing experience and knowledge to the other stakeholders. Thus, this in-progress research investigates in-store smartphone’s usage and its influence on consumer purchase decision in apparel retailing. We base our theorisation on the Uses and Gratifications (U&G) Theory, and we have conducted 43 open-ended interviews in order to explore distinct consumer interactive behaviours with their smartphone usage across all steps of the shopping process, on the individual’s perceptions on using mobile shopping applications and consumers’ interactions via smartphone during store visits. Finally, we discuss the theoretical contribution and managerial implications of the research.
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Published date: September 2017
Keywords:
consumer in-store experience, mobile shopping, Value co-creation, uses and gratifications theory
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Local EPrints ID: 449304
URI: http://eprints.soton.ac.uk/id/eprint/449304
PURE UUID: 3d403975-7a13-4af1-b3ee-3b231f4814ef
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Date deposited: 24 May 2021 16:30
Last modified: 17 Mar 2024 04:04
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Author:
Mike Molesworth
Author:
IOANNIS KRASONIKOLAKIS
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