Pantano, E.; Priporas, C.

The effect of mobile retailing effect on consumption experiences: a dynamic perspective

Article

Pantano, E. and Priporas, C. 2016. The effect of mobile retailing effect on consumption experiences: a dynamic perspective. Computers in Human Behavior. 61, pp. 548-555. https://doi.org/10.1016/j.chb.2016.03.071

Publication dates
Type	Article
Title	The effect of mobile retailing effect on consumption experiences: a dynamic perspective
Authors	Pantano, E. and Priporas, C.
Abstract	The emerging retail culture is characterized by the extensive use of mobile technologies, high connectivity, ubiquitous computing and contactless technologies, which enable consumers to experience shopping differently. In fact, innovative mobile technologies provide new tools (apps) which are able to separate the moment of purchase from the moment of effective consumption, by allowing consumers to make purchases by mobile phone and collect them at home or at a store (a pick-up boutique or collection point), in addition to the traditional in-store service (purchase in the store and collect/consume in the store). The aim of this paper is to understand the extent to which mobile technologies have an impact on consumer behaviour, with emphasis on the drivers motivating consumers to adopt the consumer experience of mobile shopping. To achieve this goal we used a qualitative approach involving 29 consumers in the Italian market, where mobile shopping is still at an early stage. The findings shed a light on the extent to which consumers are moving from e-channels to mobile channels and take into account the effect of these technological innovations in retail settings from a cognitive standpoint, where studies are limited. The implications for researchers and practitioners are then discussed, with emphasis on retailers need to develop new mobile service competences, and integrate and synthetize physical retail settings with mobile opportunities and functionalities.
Publisher	Elsevier
Journal	Computers in Human Behavior
ISSN	0747-5632
Online	28 Mar 2016
Print	01 Aug 2016
Publication process dates
Deposited	07 Apr 2016
Accepted	22 Mar 2016
Output status	Published
Publisher's version	1-s2.0-S0747563216302448-mainPublishedVersion.pdf License CC BY-NC-ND 4.0
Copyright Statement	Copyright © 2016 Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).
Digital Object Identifier (DOI)	https://doi.org/10.1016/j.chb.2016.03.071
Language	English
First submitted version	File Access Level Restricted

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