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

Abstract

PurposeThis 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/approachThe 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.FindingsFindings 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/valueThe 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.