Mobile shopping among young consumers: an empirical study in an emerging market

Abstract

Purpose Superior functionality of smartphones makes them a potential retailing channel, despite their slow adoption. The purpose of this paper is to identify convenience factors that influence consumption experience and intention to continue shopping on a mobile phone. Design/methodology/approach This study was carried out on students using a survey method. This study was conducted in the National Capital Region of India due to its large and diverse population. A purposive sampling technique was used to contact 380 respondents. Findings The data were analysed using a structural equation model. The results indicate search and possession convenience to be positively related to consumption experience while search, evaluation and post-purchase convenience are positively related to continuance usage intention. The findings of this study provide evidence that mobile phone is an effective channel for shopping due to search, evaluation, possession and post-purchase convenience. Research limitations/implications This study used student population between the age group of 20 and 30 years, thereby limiting the generality of the results. Practical implications This study provides insights to retailers and brand managers for crafting their mobile marketing strategies. Originality/value This study explores and uncovers, for the first time, convenience dimensions of a mobile shopping channel across various stages of consumers’ purchase cycle.