Understand now what mobile consumer behavior is
Posted: Sat Dec 07, 2024 8:22 am
30 July, 2019 @ 2:06 pmby Gonçalo Sousain E-commerce , Digital Strategy , Digital MarketingLeave a comment
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Attitude is an important concept not only in life, but also in Marketing. Kotler and Keller (2000) define attitude as a person's resistance to favorable or unfavorable evaluations, emotional feelings, and actions toward an object or idea.
And this notion is very important to better understand the behavior of the france email list Mobile consumer that predominates today.
In other words, a positive attitude towards a Mobile Marketing campaign refers to a favorable evaluation and action towards it. Attitude is a very important factor in the purchase decision, which can be used to predict online purchasing actions (Xu, 2006).
Among the determining factors that influence the acceptability of Mobile Marketing campaigns and subsequent effect on consumer behavioral intention , the following are mentioned:
Consumer purchasing behavior has been studied for a long time, and for this reason, there are several models that study this behavior. These models have made it possible to characterize the purchasing behavior of consumers who use m-commerce .
The OSAM model identified 9 types of consumption factors, which include demographics, Internet experience, normative beliefs, purchasing orientation, purchasing motivations, personal characteristics, online experiences, psychological perception, and online shopping experience.
Consumer Intention to Use M-commerce
The use of mobile devices in the purchasing decision-making process is increasing significantly. Holmes et al. (2013) state that there are four phases in the decision-making process, namely:
The search for information
The review of alternatives
The purchase phase
The purchase phase itself, that is, the transaction
Taking advantage of the possibility of using their devices from anywhere, users use pre-purchase services such as product comparison, product information and reading comments from other consumers about products, sometimes to a greater extent than the purchase phase itself.
It is important to note 2 critical factors:
The search for information is seen as an important phase in the purchasing decision-making process.
Channel Complementarity has a positive effect on the intention to use m-commerce.
Let's see below what other consumption factors lead consumers to use this shopping method:
Normative Beliefs
Consumers tend to gather information from reference groups (such as family, friends and colleagues). The expectations and opinions of reference groups can influence consumers' behavioral intention.
In other words, normative beliefs have a positive influence on consumers when they perceive m-commerce as socially important (Yang, 2007).
Purchase Motivations
Motivation plays an essential role in the consumer's willingness to spend time searching for products, making the purchase itself and choosing a particular channel to make purchases.
Shopping Experiences
A consumer’s experience with a new technology significantly affects the continued use of the same technology. Shopping Experience has a positive effect on the intention to use m-commerce.
Satisfaction
Consumer satisfaction has an impact on the choice of online means to carry out their consumption activities, that is, the shopping experience positively influences the frequency of purchase.
In m-commerce, satisfaction is seen not only as a factor for recommendation but also for future purchase intention.
Perceived Benefit
Perceived benefit refers to the degree to which m-commerce is perceived as being more convenient and effective than other online shopping services.
Perceived Benefit has a significant impact on consumer acceptance of the services that m-commerce can provide.
Perceived Risk
Perceived Risk represents one of the most considerable barriers to consumer acceptance of e-commerce transactions such as online shopping, internet baking and electronic auctions.
Perceived Risk negatively influences the intention to use m-commerce.
Share this article
Attitude is an important concept not only in life, but also in Marketing. Kotler and Keller (2000) define attitude as a person's resistance to favorable or unfavorable evaluations, emotional feelings, and actions toward an object or idea.
And this notion is very important to better understand the behavior of the france email list Mobile consumer that predominates today.
In other words, a positive attitude towards a Mobile Marketing campaign refers to a favorable evaluation and action towards it. Attitude is a very important factor in the purchase decision, which can be used to predict online purchasing actions (Xu, 2006).
Among the determining factors that influence the acceptability of Mobile Marketing campaigns and subsequent effect on consumer behavioral intention , the following are mentioned:
Consumer purchasing behavior has been studied for a long time, and for this reason, there are several models that study this behavior. These models have made it possible to characterize the purchasing behavior of consumers who use m-commerce .
The OSAM model identified 9 types of consumption factors, which include demographics, Internet experience, normative beliefs, purchasing orientation, purchasing motivations, personal characteristics, online experiences, psychological perception, and online shopping experience.
Consumer Intention to Use M-commerce
The use of mobile devices in the purchasing decision-making process is increasing significantly. Holmes et al. (2013) state that there are four phases in the decision-making process, namely:
The search for information
The review of alternatives
The purchase phase
The purchase phase itself, that is, the transaction
Taking advantage of the possibility of using their devices from anywhere, users use pre-purchase services such as product comparison, product information and reading comments from other consumers about products, sometimes to a greater extent than the purchase phase itself.
It is important to note 2 critical factors:
The search for information is seen as an important phase in the purchasing decision-making process.
Channel Complementarity has a positive effect on the intention to use m-commerce.
Let's see below what other consumption factors lead consumers to use this shopping method:
Normative Beliefs
Consumers tend to gather information from reference groups (such as family, friends and colleagues). The expectations and opinions of reference groups can influence consumers' behavioral intention.
In other words, normative beliefs have a positive influence on consumers when they perceive m-commerce as socially important (Yang, 2007).
Purchase Motivations
Motivation plays an essential role in the consumer's willingness to spend time searching for products, making the purchase itself and choosing a particular channel to make purchases.
Shopping Experiences
A consumer’s experience with a new technology significantly affects the continued use of the same technology. Shopping Experience has a positive effect on the intention to use m-commerce.
Satisfaction
Consumer satisfaction has an impact on the choice of online means to carry out their consumption activities, that is, the shopping experience positively influences the frequency of purchase.
In m-commerce, satisfaction is seen not only as a factor for recommendation but also for future purchase intention.
Perceived Benefit
Perceived benefit refers to the degree to which m-commerce is perceived as being more convenient and effective than other online shopping services.
Perceived Benefit has a significant impact on consumer acceptance of the services that m-commerce can provide.
Perceived Risk
Perceived Risk represents one of the most considerable barriers to consumer acceptance of e-commerce transactions such as online shopping, internet baking and electronic auctions.
Perceived Risk negatively influences the intention to use m-commerce.