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The Mobile Shopping Engagement: Surveys’ Review and Empirical Study

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Gkiolnta E., Saprikis V., Vlachopoulou M.

Journal of Marketing and Consumer Behaviour in Emerging Markets

2017

issue 2(6)

77-96

Mobile shopping (m-shopping) has become extremely signifi cant for both marketing and retail selling. Despite the fact that m-shopping has evolved into a popular alternative approach for purchasing products and services worldwide, the research regarding the extent of its adoption is still on a mediocre level and in certain countries, such as Greece, is rather limited. It is highly important to analyze and fully comprehend several factors that infl uence the acceptance of mobile technologies by consumers in order to motivate and support sellers’ mobile strategy. The objective of this research is to approach the factors that affect m-shopping with the analysis of two categories of mobile users, those who have already been involved in m-shopping and those who have not. Specifi cally, this work aims to explore and explain, in an introductory way, the critical factors that tend to infl uence m-shopping acceptance in order to predict both the consumers’ attitude towards m-shopping and their purchasing behavior via mobile devices, based on literature review and empirical survey.

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1 Journal of Marketing and Consumer Behaviour in Emerging Markets

1 Gkiolnta E.

1 Saprikis V.

1 Vlachopoulou M.

1 2017

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The Mobile Shopping Engagement: Surveys’ Review and Empirical Study