Mobile Phones as the Ultimate Shopping Assistants. Mobile Commerce in the Purchasing Process and its Impact on the Consumer Behavior

Table of Contents

• 1. Introduction
  • 1.1. Objectives, Targets, and Problem Formulation
  • 1.2. Delimitations
  • 1.3. Execution and Structure of the Thesis
• 2. Introduction to Mobile Commerce
  • 2.1. Mobile Commerce Definition and Limitations
  • 2.2. Mobile Commerce in Different Sectors
• 3. Development and Status Quo of Mobile Commerce
  • 3.1. Overview of M-Commerce
  • 3.2. Development of Mobile Commerce
  • 3.3. Differentiation of Mobile End Devices
  • 3.4. Mobile Websites vs. Native Apps
• 4. Theoretical Framework
  • 4.1. Contingency Theory
  • 4.2. Introduction to the Situation Approach in Mobile Commerce
    • 4.2.1. Situation Adequacy and Situation Potential in Mobile Commerce
    • 4.2.2. Systemization of Situations in the Purchasing Process
    • 4.2.3. Integration of CRM Systems in Mobile Commerce
• 5. The Impact of M-commerce on the Customer Journey and Consumer Behavior
  • 5.1. Phases of Customer Journey
  • 5.2. The Changes of the Customer Journey
    • 5.2.1. The Challenges and Opportunities in the Customer Journey
    • 5.2.2. Multi-, Omni- and Cross-Channel for Potential Customers
  • 5.3. The Change of the Consumer Behavior
    • 5.3.1. Smartphones - The Drivers for Change
    • 5.3.2. The New Consumer Behavior
• 6. Empirical Research
  • 6.1. Online Survey
    • 6.1.1. Conception and Execution of the Survey
    • 6.1.2. Analysis and Findings of the Online Survey
  • 6.2. Expert Interview
    • 6.2.1. Conception and Execution of the Interview
    • 6.2.2. Analysis and Findings of the Expert Interview
• 7. Discussion and Implications
  • 7.1. Analysis of the Different Sectors Which Are Using Mobile Commerce
  • 7.2. The Pros and Cons for Companies by Using Mobile Commerce
  • 7.3. Growth Drivers and Barriers for Mobile Commerce
  • 7.4. Mobile Commerce Trends for the Future
• 8. Critical Reflection
• 9. Résumé

Objectives and Key Themes

This thesis examines the influence of mobile commerce on the purchasing process and consumer behavior. It investigates how mobile commerce impacts the customer journey and explores how providers can best support consumers during the mobile shopping process. The study aims to identify factors that influence the acceptance and willingness of users to purchase via smartphones, and to offer recommendations to online retailers on how to leverage mobile advantages. It also explores potential barriers to mobile commerce adoption.

• The impact of mobile commerce on the customer journey.
• The changing consumer behavior in the context of mobile shopping.
• Key factors influencing the acceptance and use of mobile commerce.
• Opportunities and challenges for online retailers in the mobile commerce landscape.
• Sector-specific differences in mobile shopping behavior.

Chapter Summaries

1. Introduction: This introductory chapter sets the stage for the thesis, outlining its objectives, scope, and methodology. It clearly defines the research problem, focusing on the impact of mobile commerce on consumer behavior and the purchasing process. The chapter also establishes the limitations of the study and provides a roadmap for the subsequent chapters, detailing the structure and approach taken to investigate the research questions. The problem formulation highlights the gap in understanding how businesses can optimize their mobile strategies to enhance the customer experience and drive sales.

2. Introduction to Mobile Commerce: This chapter provides a foundational understanding of mobile commerce, defining its scope and limitations. It explores the diverse sectors where mobile commerce is prevalent, illustrating the varied applications and implications across different industries. The chapter lays the groundwork for subsequent chapters by establishing a common understanding of the core concepts and terminology associated with mobile commerce.

3. Development and Status Quo of Mobile Commerce: This chapter offers a comprehensive overview of the development and current state of mobile commerce. It traces the evolution of mobile technologies and their impact on the shopping landscape, analyzing the factors contributing to its growth. The chapter also explores the differences between mobile websites and native apps, comparing their functionalities and effectiveness in different contexts. The discussion includes the evolution of mobile devices themselves, examining how different device features impact shopping behavior.

4. Theoretical Framework: This chapter introduces the theoretical underpinnings of the research, primarily focusing on contingency theory and the situation approach in mobile commerce. It explains how these theories provide a framework for understanding the complexities of mobile shopping behavior and how situational factors influence purchasing decisions. A key focus is the application of the situation approach to understand how individual circumstances affect how consumers interact with mobile commerce, offering a nuanced perspective on consumer decision-making. The chapter integrates the concept of CRM systems and their role in improving the customer experience within the context of mobile commerce.

5. The Impact of M-commerce on the Customer Journey and Consumer Behavior: This chapter delves into the significant changes brought about by mobile commerce on the customer journey and consumer behavior. It outlines the different phases of the customer journey, highlighting how mobile technology has altered each stage. The chapter explores both the challenges and opportunities presented by mobile commerce, discussing the shift towards multi-, omni-, and cross-channel approaches to reach consumers. Furthermore, it analyzes how smartphones have driven changes in consumer behavior, shaping new expectations and preferences among shoppers.

6. Empirical Research: This chapter details the empirical research conducted, including an online survey and expert interviews. It describes the methodology, sampling strategy, and data analysis techniques employed in both approaches. The chapter presents the findings from both the survey and interviews, providing quantitative and qualitative insights into mobile shopping behaviors, preferences, and challenges. A significant portion details the analysis of data gathered, offering key insights and supporting evidence for the overarching arguments of the study.

7. Discussion and Implications: This chapter synthesizes the research findings, discussing the implications for businesses and consumers in various sectors. It analyzes the pros and cons of adopting mobile commerce strategies, identifies key growth drivers and barriers, and forecasts future trends. This chapter integrates and interprets findings from the previous chapters, making explicit connections between theoretical frameworks, empirical data, and practical implications for the industry. The chapter ultimately provides a comprehensive discussion and interpretation of the findings, highlighting significant implications for both businesses and consumers within the evolving mobile commerce landscape.

Keywords

Mobile commerce, m-commerce, consumer behavior, purchasing process, customer journey, smartphones, online survey, expert interviews, contingency theory, situation approach, CRM, multi-channel marketing, omni-channel marketing, cross-channel marketing, mobile shopping, online retailers.

Frequently Asked Questions: A Comprehensive Language Preview on Mobile Commerce

What is the main topic of this thesis?

This thesis examines the influence of mobile commerce (m-commerce) on the purchasing process and consumer behavior. It investigates how m-commerce impacts the customer journey and explores how providers can best support consumers during the mobile shopping process. The study aims to identify factors influencing the acceptance and willingness of users to purchase via smartphones and offer recommendations to online retailers on how to leverage mobile advantages. It also explores potential barriers to m-commerce adoption.

What are the key themes explored in the thesis?

Key themes include the impact of m-commerce on the customer journey, changing consumer behavior in mobile shopping, factors influencing m-commerce acceptance and use, opportunities and challenges for online retailers, and sector-specific differences in mobile shopping behavior.

What is the structure of the thesis?

The thesis is structured into nine chapters. It begins with an introduction outlining objectives, scope, and methodology. Subsequent chapters cover introductory concepts of mobile commerce, its development and current status, a theoretical framework (using contingency theory and the situation approach), the impact on the customer journey and consumer behavior, empirical research (online survey and expert interviews), discussion and implications, and finally, critical reflection and a résumé.

What methodologies are used in the empirical research?

The empirical research comprises an online survey and expert interviews. The chapter detailing this research describes the methodology, sampling strategy, and data analysis techniques used for both approaches, presenting both quantitative and qualitative insights.

What theoretical frameworks are used?

The thesis utilizes contingency theory and the situation approach in mobile commerce as its theoretical frameworks. These theories provide a structure for understanding the complexities of mobile shopping behavior and how situational factors influence purchasing decisions. The integration of CRM systems within this context is also explored.

What are the key findings or implications discussed in the thesis?

The thesis synthesizes research findings, discussing implications for businesses and consumers across sectors. It analyzes the pros and cons of adopting m-commerce strategies, identifies key growth drivers and barriers, and forecasts future trends. The discussion integrates theoretical frameworks, empirical data, and practical implications for the industry.

What are the key words associated with this thesis?

Key words include: Mobile commerce, m-commerce, consumer behavior, purchasing process, customer journey, smartphones, online survey, expert interviews, contingency theory, situation approach, CRM, multi-channel marketing, omni-channel marketing, cross-channel marketing, mobile shopping, online retailers.

What specific aspects of the customer journey are analyzed?

The thesis analyzes the different phases of the customer journey, highlighting how mobile technology has altered each stage. It explores the challenges and opportunities presented by m-commerce and the shift towards multi-, omni-, and cross-channel approaches to reach consumers.

How does the thesis address the changing consumer behavior?

The thesis analyzes how smartphones have driven changes in consumer behavior, shaping new expectations and preferences among shoppers. It explores the "new consumer behavior" in the context of mobile shopping.

What are the limitations of the study?

The introduction chapter clearly defines the limitations of the study, providing transparency regarding the scope and boundaries of the research.