Extrinsic motivations behind mobile shopping: what drives regular and occasional shoppers?

Purpose This paper aims at shedding light on the competing extrinsic motivations behind the mobile shopping process of regular and occasional shoppers. Price and convenience, shopping security, order delivery and post-sale service are investigated as antecedents of the mobile shopping attitude-intention path. Design/methodology/approach The empirical analysis is based on a multigroup structural equation model (SEM) developed on 903 online questionnaires collected among Chinese shoppers in a pre-Covid-19 pandemic retailing context. Findings Findings evidence contrary motivations behind the attitude - intention to shop using a mobile retail app of regular and occasional shoppers. While all the investigated aspects result to be positively relevant for regular m-shoppers, shopping security and post-sale service do not impact the attitude - intention path of occasional mobile shoppers. Results support retailers' strategies in the context of mobile shopping growth. Originality/value The paper contributes to the emerging retailing literature on mobile shopping by offering a comparison of the motivations behind the mobile shopping intention of regular and occasional shoppers. Extrinsic motivations before, during and after the transaction are jointly investigated in the study.

Consumers’ Channel Switching Behaviour from Off-line to On-line: The Role of the Fear of Covid-19

The spread of the Covid-19 pandemic is heavily altering how people shop. For instance, a push in on-line purchases is evident. The current work applies the Theory of Planned Behaviour (TPB) to understand consumers’ intention to switch from off-line to on-line channels in the aftermath of the lockdown. Specifically, within this framework, we explore how different sources of consumers’ fears generated by the spread of the Covid-19 pandemic – symptomatic and emotional - impact on consumers’ channel switching behaviour, leading shoppers to switch from buying grocery in physical stores to purchase them on-line. The empirical analysis is settled on 310 questionnaires collected on-line survey and processed using a linear regression analysis. Our findings show that consumers’ switching intentions to on-line channels are significantly and positively impacted by attitude, subjective norms and perceived behavioural control, showing a better predictive power when the dimensions of Covid-19 fear are added. While symptomatic fear acts positively on the intention to switch to on-line, emotional fear exerts a negative role. Managerial insights for retailers are provided. © 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.