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Published in:
2020 | OriginalPaper | Chapter
A Value-Based Model of Consumer Smartphone Usage for Online Transactions: The Role of Consumer Characteristics and Purchasing Situation: An Abstract
Authors : Stefanie Sohn, Malte Fiedler, Wolfgang Fritz
Published in: Marketing Opportunities and Challenges in a Changing Global Marketplace
Publisher: Springer International Publishing
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Abstract
With the rapid adoption of mobile technologies among different consumer segments, mobile commerce (m-commerce) has become a promising growth market for online retailers. Evidence exists that consumers adopting mobile channels to make online purchases increase their overall order rate and size with the retailer (Wang et al. 2015). However, there is sparse knowledge regarding the factors determining adoption. Owing to the unique characteristics of mobile online channels (e.g., ubiquitous use opportunities), knowledge cannot be directly transferred from research on electronic commerce. Hence, this research develops and empirically tests a value-based adoption model to elucidate consumers’ usage of mobile channels for online purchasing (i.e., mobile purchasing or m-purchasing). In detail, this work contributes to the literature in the following way: (1) the present study considers value enablers and inhibitors that occur at different steps of the m-purchasing process (i.e., from the product evaluation to the transaction); (2) this study additionally encompasses consumer characteristics and, more specifically, shopping styles to predict value creation. The analysis of the interactions between individual characteristics and the value determinants offers scholars a nuanced explanation of the consumer adoption of m-purchasing; (3) this study provides a differentiated view on the determinants and consequences of consumer perceived value by additionally uncovering the role of the purchasing situation (i.e., type of product category) in the formation of value perceptions.
The findings of a scenario-based online survey among German smartphone users (n = 882) support that the greater the perceived value is, the greater the usage of mobile channels for online transactions. Consumers create the value by balancing costs (i.e., the security risk of transactions, the effort involved in product evaluation) and benefits (i.e., control over the shopping process, flexibility). Both, the purchasing situation and consumer characteristics, moderate the strength of value determinants. The latent moderated structural equation method revealed that consumers’ brand consciousness dampens the negative effect of effort on value. The multigroup analysis showed, among others, that the indirect effect of flexibility on the usage of m-purchasing is significantly stronger when buying jewelry than buying electronics or clothes. By contrast, the analysis demonstrated that the effect of the perceived effort of evaluating products via smartphones has a stronger effect on value formation for apparel and electronics than for jewelry. The findings offer scholars a nuanced explanation of the consumer adoption of m-purchasing. For retailers, the findings provide differentiated implications for how to promote m-purchasing.