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The advent of smartphones with mobile technology has evolved over the years. Mobile commerce enables transactions through mobile devices. The phenomenon of mobile features has impacted e-commerce in improving the focus through the mobile based purchase. In the present day scenario shopping based on communication technologies and internet penetration has increased.
The purpose of this study is to investigate consumer motivation and shopping behavior in shopping experience for mobile consumers. To develop an understanding of consumer experience in offline retail and mobile app-based purchase and how it creates value for the consumer. The demographics impact the online shopping experience with the rise in internet knowledge, availability of product catalog (National institute of marketing decision, 2019)
Q1- To what extend the mobile app-based purchase has impacted the consumer shopping experience.
Q2- What are the key drivers in consumer shopping behavior
Q3- To what extend does m-commerce contribute to online shopping preference in Australia?
Mobile devices are used for communicating in the cognition process and are routinely used for serein and surfing through the internet. The smartphone has seen a sharp increase in the purchase through a mobile application for a shopping experience that has moved from click and pay. Companies are using expansion opportunities through building infrastructure around product based data. The retail shopping experience has transformed through mobile applications and companies have opened digital design for customer outreach in the shopping experience. The online offers and easy to purchase has become common with viewing experience on virtual try and buy. The modes of communication have been broadly divided into brick and mortar and online purchases (Damle, 2016). The digital media has impacted the store sale and shopping pattern through m-commerce and e-commerce. Smartphones have witnessed the exponential growth and have become more convenient with web purchase through the various channel using push marketing with the mobile application to attract customers (Pantano, 2016). The shopper convenience and increase in use functionality have increased shopping patterns with overall purchase with digital users higher than one tie store purchase. The user interface has created through design pattern, faster delivery, and pay later platform has aided consumer shopping experience. According to Saprikis (2018), the shift from brick and mortar and desktop to mobile purchase has expanded and retailers to have emerged with a hybrid model for increasing relevance in the market and staying top of the mind in a consumer purchase. The store-based purchase has physicality associated with a tangible experience that has remained with the evolution of digital media too. The market place has sustained physical retail has shown a rapid increase in urban consumption of products and content availability and shift of retailers to mobile applications for sale worldwide. The consumer experience while shopping is a value driver as it offers quality service, collection, and viewable options and saving time (Wang, 2015). The portable mobile device has limitations towards size and functionality alter purchase patron for consumers by the limit in size and functionality through the mobile device. Today majority of the user combine shopping through internet access through mobile with product search on comparative pricing. Despite consumer purchase via physical store online shopping has increased with consumers moving to save time. Nigam (2018) identified that shopping enjoyment incases through digital purchase and can predict a re-purchase over online medium. The mobile purchase has been determined by the customer involvement with the product for positive customer experience. The participant observation by data collection implies observation and participation in activities and perception in general. The shopping expense with usefulness and ease influence the attitude with technology advancement in product reach and logistics control. Readily available data through mobile applications integrated with social media create individualized marketing for companies to engage with customers in one to one communication by branding products.
The research methodology is the procedure that is employed for selecting and determine the information for the research topic. It is a major aspect in ensuring that research is performed through key concepts. The research methodology would specify the sampling method and research design that will be used for the study. Rahman (2018) indicated high spenders are engaged in inconvenient shopping as mobile-based shopping has additional touchpoints that deeply engage users through the collective campaign on the digital device. The research approach through qualitative research will interpret the fundamental meaning attached to understanding the consumption pattern and shopping experience. The primary and secondary will be used that are available for meeting the research objectives. The mobile application and shopping experience is ascertained through an online survey and questionnaire for store shopping journey and buying decision factors while purchasing through mobile app and in-store presence. The data collection is performed through the primary collection method from the users. This collection method includes data collection from surveys, interviews, and questionnaires. This will record the first-hand experience. The secondary data relates to the peer-reviewed article for the study conducted with data source from open platform. Qualitative data is associated with the survey design for drawing the inference. The major respondents for questionnaires and surveys are the users based out of Australia. The use of intrepretivim for highlighting social factors and human. This will be effective in qualitative analysis. The sampling technique is related to the research methodology for the selection of the sample from the population. The use of primary collection data will undertake the required research approach by every respondent to gather data for further analysis. The qualitative design will be identifying the solution of statistical tools for data summarization for simplification if data. The use of grounded theory will be used for the outcome-based solution (Flick, 2015). The historical data will not be used for a preliminary examination in the research design process. The automatic report for error display will set the data quality assessment and will ensure the questionnaire results are original and relevant to the research. A timeline will be undertaken by the researcher to ensure that the findings are accurately applied to the data collection and research methodology. The growing data from consumer browsing and individual willingness to pay helps the company to identify pricing measures for purchase through automated algorithms (Boone, 2019). The viewing experience and simulation show through demographics shape the consumer shopping experience
Boone, L. E., Kurtz, D. L., Khan, M. H., &Canzer, B. (2019). Contemporary business. John Wiley & Sons.
Damle, M., Aslekar. A., Yadavalli, V.S.S. (2016). Comparative Study of Online Shopping Experience With Specific Reference to Mobile Apps Based Shopping. International Journal of Scientific & Engineering Research, 7(4), 1238-1245
Flick, U. (2015). Introducing research methodology: A beginner's guide to doing a research project. Sage publication
Rahman, A.M., Islam, A.M., Esha, M., Sultana, N., & Chakravorty, N. (2018). Consumer buying behavior towards online shopping: An empirical study on Dhaka city, Bangladesh, Cogent Business & Management, 5(1), 1-28. DOI: 10.1080/23311975.2018.1514940
National institute of marketing decision. (2019).The future of retailing. NIM Marketing Intelligence Review, 11(1). 10-17
Nigam, S., Shukla, P. (2018). E-Shopping using Mobile Apps and the Emerging Consumer in the Digital Age of Retail Hyper personalization: An Insight. Pacific Business Review International, 10(10), 131-142
Pantano, E., Priporsa, V.C. (2016). The effects of mobile retailing on consumers’ purchasing experiences: A dynamic perspective. Computers in human behavior. 10(61), 548-555. https://doi.org/10.1016/j.chb.2016.03.071
Saprikis, V., Markos, A., Zarmpou, T., & Vlachopoulou, M. (2018). Mobile Shopping Consumers’ Behavior: An Exploratory Study and Review. Journal of Theoretical and Applied Electronic Commerce Research, 13(1), 71–90. Doi: 10.4067/s0718-18762018000100105
Wang, Rebecca Jen-Hui, Krishanmurthi, L. (2015). On the Go: How Mobile Shopping Affects Customer Purchase Behavior, Journal of Retailing, 91(2). 217-234. http://dx.doi.org/10.1016/j.jretai.2015.01.002
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