Special Issue "Enhancing Consumer Experience through Mobile Commerce: Challenges and Opportunities"

A special issue of Journal of Theoretical and Applied Electronic Commerce Research (ISSN 0718-1876). This special issue belongs to the section "Digital Marketing and the Connected Consumer".

Deadline for manuscript submissions: 31 December 2021.

Special Issue Editors

Prof. Dr. Dan-Cristian Dabija
E-Mail Website
Guest Editor
Department of Marketing, Faculty of Economics and Business Administration, Babes-Bolyai University Cluj-Napoca 400591, Romania
Interests: retail; e-retail; generational marketing; sustainable retail marketing; international retail; green retailing
Prof. Dr. Cristinel Vasiliu
E-Mail Website
Guest Editor
Department of Business, Faculty of Business and Tourism, Bucharest University of Economic Studies, Bucharest 010404, Romania
Interests: retail logistics; supply chain management; e-logistics; leadership
Ms. Rebeka-Anna Pop
E-Mail Website
Guest Editor
Department of Marketing; Faculty of Economics and Business Administration, Babeș-Bolyai University, Cluj-Napoca 400591, Romania
Interests: e-commerce; m-commerce; retail marketing; consumer behaviour; green marketing

Special Issue Information

Dear Colleagues,

The penetration of mobile devices, such as smartphones, has substantially revolutionized the retail environment and is improving the consumer experience in e-commerce, leading to the formation of a new distribution channel between companies and consumers called mobile commerce. Mobile commerce (m-commerce) refers to any transaction with monetary value, performed through a wireless internet-enabled device (Clarke, 2001). Mobile commerce is constantly growing, due to its unique features such as ubiquity, localization, personalization, and convenience. These characteristics of mobile commerce lead to the formation of new shopping behavior, such as the “on the go” shopping style, meaning that the consumer purchasing process is performed five times faster than through physical stores (Liftoff & Adjust, 2020).

In 2017, the global share of m-commerce sales was 58.9% of total e-commerce sales, forecasted that the worldwide m-commerce share will grow to exceed 72.9% by the end of 2021. (Statista, 2019b). The forecast of the mobile commerce sector is extremely promising; the worldwide mobile apps revenue in 2019 was $ 461.7 billion, estimated to double in value by 2023. The global penetration rate of mobile shopping applications was 35.79% among Android users and 22% among iOS users (Statista, 2019a) in 2019.

Although the fast growth of the m-commerce market brings extensive business opportunities, the present challenge for companies is to identify the proper way to develop services on mobile devices that will also provide for their customers a holistic and unique long-term experience and generate consistent revenue for stakeholders. One of the biggest challenges for companies is the retention rate of mobile shopping applications (Liftoff & Adjust, 2020). It decreased globally in 2019 by 6% compared to 2018 (38%) (Statista, 2019a). After 30 days, the retention rate of shopping apps is below 5%, which means that 95% of those who download the app no longer use it after 30 days (Liftoff & Adjust, 2020).

The objective of this Special Issue is to capture the latest advances regarding the use of mobile commerce by contemporary organizations. Topics of interest for publication in this Special Issue include, but are not limited to, the following:

  • Mobile commerce tendencies in a global world
  • Mobile commerce tendencies by industries
  • Impact of COVID-19 on mobile commerce
  • Industry challenges during the pandemic in the context of m-commerce
  • Mobile commerce strategies of organizations
  • Mobile commerce applications impact on consumer behavior
  • Generational approach of mobile commerce
  • Challenges of mobile commerce applications for organizations
  • Shift from e-commerce to m-commerce: a consumer perspective
  • Consumer experience trough mobile commerce
  • Privacy concerns of mobile commerce applications
  • Consumer journey through mobile commerce
  • Omnichannel mobile shoppers
  • Technology features in the mobile commerce
  • Mobile shoppers behavior
  • Consumer engagement through mobile commerce applications: case studies and practices
Prof. Dr. Dan-Cristian Dabija
Prof. Dr. Cristinel Vasiliu
Ms. Rebeka-Anna Pop
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All papers will be peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Journal of Theoretical and Applied Electronic Commerce Research is an international peer-reviewed open access quarterly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1000 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • mobile commerce
  • consumer behaviour
  • generational theory
  • advanced technologies for m-commerce
  • online consumer behaviour
  • consumer engagement
  • mobile commerce strategies
  • mobile commerce trends
  • mobile commerce applications
  • mobile commerce modelling
  • incorporating ethics into m-commerce

Published Papers (2 papers)

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Research

Open AccessArticle
Clusters of Skeptical Consumers Based on Technology and AI Acceptance, Perception of Social Media Information and Celebrity Trend Setter
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1231-1247; https://doi.org/10.3390/jtaer16050069 - 09 Apr 2021
Viewed by 307
Abstract
The present consumer is surrounded every day by a huge amount of data and information and is confronted with the need to process the received information. Based on the existing content and the development of user generated content and fake news, consumers develop [...] Read more.
The present consumer is surrounded every day by a huge amount of data and information and is confronted with the need to process the received information. Based on the existing content and the development of user generated content and fake news, consumers develop more and more a skeptical opinion regarding existing media information. In this paper we determine four clusters of consumers based on technology and artificial intelligence (AI) acceptance, skeptical opinion regarding media information, need for validation of received information and the influence of celebrity trend setters. For each of the clusters, we analyze the relationship between the skeptical opinion of consumers related to social media information and some present trends about the development of technologies and AI, the influence of celebrity trend setters and the need to check the received information. The results of the research show that the development of technologies and AI have an influence on the skeptical opinion related to media information for some consumer groups. The celebrity trend setter has a significant influence on the skeptical opinion only for one of the consumer groups. The need for information and news validation is related to the skeptical opinion regarding media information, but in different ways for the determined clusters. Full article
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Open AccessArticle
A New Strategic Marketing Management Model for the Specificities of E-Commerce in the Supply Chain
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 1136-1149; https://doi.org/10.3390/jtaer16040064 - 25 Mar 2021
Viewed by 453
Abstract
The study seeks to answer the question of what strategic directions and opportunities we have for business in the midst of the info-communication changes of our time. In this research, we compare the results of non-representative primary research (cluster analysis and discriminant analysis) [...] Read more.
The study seeks to answer the question of what strategic directions and opportunities we have for business in the midst of the info-communication changes of our time. In this research, we compare the results of non-representative primary research (cluster analysis and discriminant analysis) with the factors and latest methods of e-commerce or even mobile commerce and traditional commerce and their main differences. Based on the four clusters examined, we develop a new strategic model for practice with suggestions which can be used by small and medium-sized enterprises (SMEs) and which they can incorporate directly into their business models. Starting point of our hypothesis was that in order to develop an effective and delivered communication, a market needs to be targeted and at least four different clusters should be formulated. Full article
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