Consumers' M-Shopping Behavioral Similarities and Differences Across Lifestyle Groups

Abstract

M-commerce, or transactions done on mobile devices, now makes up more than a third of all business-to-consumer transactions in e-commerce (Hubert, Marco, et al., 2017). Although m-shopping can be done from any mobile device, most countries m-shopping activities are done on the smartphone, and businesses have responded by creating digital interfaces tailored to the smartphone. However, the academic literature fails to address the specifics of m-shopping activities, as well as the distinction between m-shopping and e-shopping. This research utilizes in-depth interviews to explore participants’ mobile shopping experiences on smartphones. Previous research has suggested that shopping activities in traditional stores differ between user groups (Dholakia, 1999). It has also been shown that mobile shopping activities differ based on age (Fuentes and Svingstedt, 2017). Because of these two suggestions, this study aims to investigate the differences and similarities between and within different user groups. The user groups are divided into different lifestyle groups including but not limited to young adults, families, empty nesters, and retired. This literature contributes to the retail, m-commerce, and consumer behavior literature by exploring m-shopping activities, perceptions, attitudes, and differences within user groups. Findings of this research include information on frequency and attitudes of m-shopping among users based on lifestyles, which may affect the way a consumer approaches m-shopping activities.