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Extrinsic motivations behind mobile shopping: what drives regular and occasional shoppers?
International Journal of Retail & Distribution Management ; 50(8/9):962-980, 2022.
Article in English | ProQuest Central | ID: covidwho-1992497
ABSTRACT
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 attitudeintention 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 attitudeintention 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.
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Full text: Available Collection: Databases of international organizations Database: ProQuest Central Type of study: Experimental Studies / Observational study Language: English Journal: International Journal of Retail & Distribution Management Year: 2022 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: ProQuest Central Type of study: Experimental Studies / Observational study Language: English Journal: International Journal of Retail & Distribution Management Year: 2022 Document Type: Article