An investigation into the antecedents and outcomes of the m-shopping experience

Olivier, Xavier Rousseau (2016-12)

Thesis (MComm)--Stellenbosch University, 2016.

Thesis

ENGLISH SUMMARY : M-shopping is progressively becoming more popular among consumers and further growth in m-shopping has been projected for the foreseeable future. Against this background, firms are increasingly adopting m-shopping as a new retail platform, which permits them to sell products and communicate with the consumer on mobile devices, on an anywhere-anytime basis. However, the potential of m-shopping seems to be underrated and not fully comprehended by firms. For this reason, this study attempted to capture the behaviour and perceptions of m-shoppers in a model that comprises the antecedents and outcomes of m-shopping in a particular context, namely the use of mobile phones to shop on mobile reference websites. Structural equation modelling (SEM) was used to test the relationships between the antecedents and outcomes of m-shopping and conclusions were drawn from the results of the structural model. It was found that self-efficacy had a positive significant relationship with perceived ease of use and perceived usefulness; and perceived usefulness and confirmation had a positive significant relationship with customer satisfaction. Customer satisfaction, in turn, had a positive significant relationship with hedonic and utilitarian value; hedonic and utilitarian value had a positive significant relationship with trust; and finally, trust, subjective norm and innovativeness had a positive significant relationship with the continuance of m-shopping. Moreover, the structural model illustrates the synergy that is required between the antecedents and outcomes of mshopping to ascertain the ultimate outcome of the continuance of m-shopping. This study also investigated differences between specific demographic characteristics of m-shoppers, such as age, gender, number of times an individual had m-shopped and the amount of money spent when m-shopping. From the findings managerial implications are formulated, and suggestions are made for firms and marketers to enhance their m-shopping strategies.

AFRIKAANSE OPSOMMING : M-inkope raak toenemend meer gewild onder verbruikers en verdere groei in m-inkope word verwag vir die afsienbare toekoms. Teen hierdie agtergrond, gebruik firmas al hoe meer die m-inkope as 'n nuwe kleinhandelplatform, wat hulle in staat stel om produkte te verkoop en met die verbruiker op sellulêre toestelle, op ‘n enige-plekenige-tyd grondslag te kommunikeer. Dit blyk egter dat die potensiaal van m-inkope onderskat word en nie ten volle deur firmas begryp word nie. In die lig hiervan, poog hierdie studie om die gedragswyse en persepsies van m-kopers in 'n model vas te vang wat uit die voorlopers en uitkomste van m-inkope in 'n bepaalde konteks bestaan; naamlik die gebruik van selfone om aankope te doen op sellulêre verwysingswebwerwe. Strukturele vergelykingsmodellering (SVM) is gebruik om die verwantskappe tussen die voorlopers en uitkomste van m-inkope te toets en gevolgtrekkings is gemaak uit die resultate van die strukturele model. Daar is bevind dat self-doeltreffendheid 'n beduidend positiewe verband het met waargenome gemak van gebruik en waargenome nut; en waargenome nut en bevestiging het 'n beduidend positiewe verband met kliënttevredenheid. Tevrede kliënte, op sy beurt, toon 'n beduidend positiewe verband met hedonistiese - en gebruikswaarde; hedonistiese - en gebruikswaarde het 'n beduidend positiewe verband met vertroue; en laastens, het vertroue, subjektiewe norm en vindingrykheid 'n beduidend positiewe verband met die voortsetting van m-inkope. Verder dui die strukturele model die sinergie aan wat nodig is tussen die voorlopers en uitkomste van m-inkope om uiteindelik die uitkoms van die voortsetting van m-inkope te bepaal. Hierdie studie het ook die verskille tussen spesifieke demografiese kenmerke van mkopers, soos ouderdom, geslag, aantal kere wat 'n individu m-inkopies gemaak het en die bedrag geld wat bestee is, ondersoek. Vanuit die bevindinge is bestuursimplikasies geformuleer, en voorstelle word gemaak vir maatskappye en bemarkers om hul strategieë ten opsigte van m-inkope te verbeter.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/100025
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