Consumer decision making in the use of mobiles for grocery shopping in the UK
Li, Junxiong and Shaw, Gareth (2019) Consumer decision making in the use of mobiles for grocery shopping in the UK. In: 26th International Conference on Recent Advances in Retailing & Services Science, 8-10 July 2019, Tallinn, Estonia.
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Mobile commerce is an important component of modern business especially in the retail sector, thanks to the fast diffusion of smartphones. This new shopping channel enables consumers to shop wherever and whenever they choose. It also helps retailers to gain market share in omni-channel. To date, many major UK retailers including the “Big Four Grocers” (Tesco, Asda, Sainsbury’s and Morrisons) have adjusted their digital and category strategies in response to mobile customers. Despite the growing body of literature on mobile commerce and online food shopping, little research has drawn attention to the factors influencing consumers’ intention to use smartphones for grocery shopping. We address the substantive issues relating to the British shoppers’ decision to use a smartphone for grocery shopping, in particular, using the Technology Acceptance Model and Diffusion of Innovation as theoretical frameworks, we draw empirical evidence from 32 in-depth interviews with UK customers, as part of a wider recent study. This paper examines the factors that affect customer intentions to use smartphones for grocery shopping. The results show that grocery shopping decision on a mobile device is a very dynamic procedure, it confirms the importance of the current theoretical framework, and identifies additional variables and situation factors that affect the decision making of shoppers. In addition, practical implications and limitations are discussed.
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