Topical Collection "Enhancing Consumer Experience through Mobile Commerce: Challenges and Opportunities"

Editors

Prof. Dr. Dan-Cristian Dabija
E-Mail Website
Guest Editor
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
Special Issues, Collections and Topics in MDPI journals
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

Topical Collection 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

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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 (13 papers)

2021

Article
More Haste, Less Speed: How Update Frequency of Mobile Apps Influences Consumer Interest
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2922-2942; https://doi.org/10.3390/jtaer16070160 - 27 Oct 2021
Cited by 1 | Viewed by 1629
Abstract
The present study proposes a theoretical framework that uncovers the joint effects of the update frequency of apps and product type of the update on consumer interest and its underlying mechanisms. Building on the theory of mental accounting and regulatory focus, we propose [...] Read more.
The present study proposes a theoretical framework that uncovers the joint effects of the update frequency of apps and product type of the update on consumer interest and its underlying mechanisms. Building on the theory of mental accounting and regulatory focus, we propose that the effects of update frequency on consumer interest are different for hedonic products and utilitarian products. The authors give insights into the main effects with an empirical analysis of a field data set and establish an understanding of the fundamental mechanisms by two laboratory experiments. The findings show that for hedonic products, high update frequency contributes to higher consumer interest by affecting the benefit perception of consumers. For utilitarian products, low update frequency results in higher consumer interest by influencing the risk perception of consumers. Furthermore, the level of update can affect the combined effects of product type and update frequency on consumer interest and, particularly for low update levels, the aforementioned association can be reversed. Full article
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Article
Enhancing Consumer Experience through Development of Implicit Attitudes Using Food Delivery Applications
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2858-2882; https://doi.org/10.3390/jtaer16070157 - 22 Oct 2021
Cited by 3 | Viewed by 2720
Abstract
In the context created by the COVID-19 pandemic, the aim of the research in this article is to highlight how the consumer experience is constructed, starting from the consumer’s attitudes—which we consider to be implicitly positive—and from the formation of habits of using [...] Read more.
In the context created by the COVID-19 pandemic, the aim of the research in this article is to highlight how the consumer experience is constructed, starting from the consumer’s attitudes—which we consider to be implicitly positive—and from the formation of habits of using mobile applications for food supply. Data were collected from 610 people—users of applications for food delivery in urban areas—in the spring of 2021, using a quantitative type of research in the form of a field survey based on questionnaire completion; for the model validation, we used confirmatory factor analysis. The online questionnaire link was sent out in April 2021, followed by the consumers’ completion of the questionnaire in the same month. The proposed theoretical model highlights the influence of variables that are specific for technology acceptance models on the perceived utility and development of implicit attitudes based on it, as well as the habits of using the application. The results of the research validate the proposed model, showing that attitudes in the form of an implicit-type attitudes developed in time are influencing habits and aid the development of a certain usage behavior depicted by a consumption experience that has specific content. Our paper contributes to a better understanding of the consumer experience development process within the context of technology acceptance in the field of food delivery services, emphasizing the importance of satisfying hedonic motivations as an integral part of the compensatory mechanisms determined by the effects of the pandemic. Full article
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Article
Use of Mobile Grocery Shopping Application: Motivation and Decision-Making Process among South Korean Consumers
J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2672-2693; https://doi.org/10.3390/jtaer16070147 - 07 Oct 2021
Cited by 8 | Viewed by 2934
Abstract
With the revitalization of the online grocery trading market, many consumers are using mobile applications to purchase groceries. Although past studies were conducted on online grocery purchases, few measured mobile app users in a conceptual model that combines both motivational needs and behavioral [...] Read more.
With the revitalization of the online grocery trading market, many consumers are using mobile applications to purchase groceries. Although past studies were conducted on online grocery purchases, few measured mobile app users in a conceptual model that combines both motivational needs and behavioral components. Grounded in the uses and gratifications theory and the theory of planned behavior, this study investigated utilitarian motives, hedonic motives, experiential motives, attitudes, subjective norms, perceived behavioral control, purchase intention, and purchase behavior among mobile grocery app users in South Korea. As an additional analysis, a comparison between users and non-users of mobile grocery apps was implemented. The results showed that the utilitarian motives of grocery app users significantly influenced attitudes, attitudes and subjective norms influenced user intention, and user intention influenced grocery purchase behavior. Users showed statistically higher utilitarian motives, hedonic motives, and attitudes than non-users. The results suggest that South Korean consumers hold positive attitudes toward mobile grocery shopping and that the opinions of others may influence the decision to use the services. Mobile groceries in South Korea may have the potential for continued growth if individuals’ perceived control of the service improves. Implications and suggestions for future research are discussed. Full article
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Article
Impact of the COVID-19 Pandemic on Online Consumer Purchasing Behavior
J. Theor. Appl. Electron. Commer. Res. 2021, 16(6), 2263-2281; https://doi.org/10.3390/jtaer16060125 - 08 Sep 2021
Cited by 40 | Viewed by 81428
Abstract
With the spread of the COVID-19 pandemic and the increasing importance of e-commerce, the study of online consumer behavior is of particular relevance. The purpose of this study was to form a methodological approach to assess the relationships and the level of influence [...] Read more.
With the spread of the COVID-19 pandemic and the increasing importance of e-commerce, the study of online consumer behavior is of particular relevance. The purpose of this study was to form a methodological approach to assess the relationships and the level of influence of the factors activating the purchasing behavior of online consumers against the background of the COVID-19 pandemic. The research methodology was based on the transformation of Cattell’s questionnaire and the implementation of correlation analysis. To determine the predisposition of online consumer behavior at the time of making a purchase decision, this study used the questionnaire method. The survey was conducted among online shoppers in the top 10 countries in terms of e-commerce market growth. The scientific contribution is the proposed methodological toolkit to assess the purchasing behavior of online consumers, which identifies the most influential factors in their purchasing behavior and provides an opportunity to assess the dynamics of their activity during the study period, to identify key trends and determine changes in their behavior. The research revealed what changes in online consumer buying behavior are typical in the COVID-19 pandemic. The impact of consumer awareness and experience has increased. Online consumers have become more experienced, which has influenced the activity of their buying behavior. This study proved the shifting influence of online consumer purchasing behavior factors during the pandemic. The increasing importance of the speed of decision making by consumers when purchasing goods and services online was determined. Full article
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Article
Do We Need Trust Transfer Mechanisms? An M-Commerce Adoption Perspective
J. Theor. Appl. Electron. Commer. Res. 2021, 16(6), 2241-2262; https://doi.org/10.3390/jtaer16060124 - 07 Sep 2021
Cited by 9 | Viewed by 1818
Abstract
This study aimed to provide a comprehensive analysis of the factors that determine and shape consumers’ behavioral intention to adopt mobile commerce (m-commerce). By integrating the core constructs from the Unified Theory of Acceptance and Use of Technology (UTAUT), together with the trust-building [...] Read more.
This study aimed to provide a comprehensive analysis of the factors that determine and shape consumers’ behavioral intention to adopt mobile commerce (m-commerce). By integrating the core constructs from the Unified Theory of Acceptance and Use of Technology (UTAUT), together with the trust-building mechanisms, this study explored the importance of the institutional mechanisms and their moderating effects between trust in the vendors and intention to adopt m-commerce. Traditionally, the effects of institutional mechanisms on trust and adoption intention have been considered separately in different study contexts. The purpose of this study was to extend the literature by simultaneously exploring two institutional mechanisms that are conceptually highly similar to each other, namely, structural assurance (SA) and perceived effectiveness of e-commerce institutional mechanisms (PEEIM). A self-administered survey was used to collect data, which were analyzed using partial least squares structural equation modelling (PLS-SEM). The results revealed that most of the constructs examined have significant relationships with the intention to adopt m-commerce. Additionally, PEEIM exhibits a significant moderating effect but SA does not. This study delineates how trust-building mechanisms play important roles in increasing consumers’ confidence in order to promote m-commerce adoption. Full article
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Article
Financial Innovation in Digital Payment with WeChat towards Electronic Business Success
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1844-1861; https://doi.org/10.3390/jtaer16050103 - 08 Jun 2021
Cited by 10 | Viewed by 4208
Abstract
Financial innovation and advances in payment systems are important not only to boost remittances but also to foster the successful development of electronic businesses around the world. As such, many leading companies in electronic commerce are putting a great deal of effort into [...] Read more.
Financial innovation and advances in payment systems are important not only to boost remittances but also to foster the successful development of electronic businesses around the world. As such, many leading companies in electronic commerce are putting a great deal of effort into the development of their payment system to attract more users and compete with other leading companies in the market. WeChat is a social communication tool that introduced a payment function widely adopted as a third-party payment in China nowadays. The purpose of this study was to adopt WeChat as a case study to identify the influential factors that impact consumers’ intention to adopt it as digital payment. We identified several core influential factors including service quality, perceived risk, perceived security, perceived ease of use, social influence, compatibility, and age. Qualitative and quantitative analyses were performed to investigate how influential factors affect the adoption of this third-party digital payment platform. The results revealed that all identified factors have a significant influence on consumer’s intention to use digital payment, except age. This study also provided useful advice for digital payment improvement and recommendations to enhance digital payment for the success of electronic business operations. The paper provides new insight into the factors influencing consumers’ intention to use mobile digital payment. Full article
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Article
Rethinking a Designers’ Rule of Thumb: Influence of Information Seeking and Consumption Goals on Mobile Commerce Interface Design
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1631-1647; https://doi.org/10.3390/jtaer16050092 - 19 May 2021
Cited by 3 | Viewed by 2370
Abstract
We investigated whether adding product information in mobile commerce improved consumers’ attitudes toward a product and whether this relationship was moderated by consumption goals. We conducted two field experiments in which we recruited parents in Korea and the USA and asked them how [...] Read more.
We investigated whether adding product information in mobile commerce improved consumers’ attitudes toward a product and whether this relationship was moderated by consumption goals. We conducted two field experiments in which we recruited parents in Korea and the USA and asked them how they evaluated two childcare hybrid products (HPs) newly developed by Samsung Electronics designers. The results revealed that participants exposed to additional information about the HPs evaluated them more favorably than those who were not exposed. However, this relationship disappeared when a consumption goal was activated. Our findings establish a dynamic relationship between information seeking and consumption goals, asking designers to rethink their rule of thumb in the mobile commerce context. Full article
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Article
Generation Z’ Young Adults and M-Commerce Use in Romania
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1458-1471; https://doi.org/10.3390/jtaer16050082 - 05 May 2021
Cited by 10 | Viewed by 3053
Abstract
Generation Z spends much time on mobile Internet and less time accessing Internet services using desktop computers. These traits make them an important niche that can be targeted by retailers. The objective of the present study is to analyze the impact of online [...] Read more.
Generation Z spends much time on mobile Internet and less time accessing Internet services using desktop computers. These traits make them an important niche that can be targeted by retailers. The objective of the present study is to analyze the impact of online advertising, social influence, and usage motivation on the behavioral intention related to m-commerce use among Romanian young adults. The research methodology is based on applying partial least square equation modelling (PLS-SEM), using data collected through a questionnaire. The proposed structural model includes four constructs that are first order reflective. The results reveal that among the influencing factors that determine Generation Z to use m-commerce, the usage motivation factor is the most important one, followed by social influence and online advertising. The research is useful for marketing professionals and retailers in establishing marketing strategies in accordance with the factors that influence the buying decision of young adults, representing Generation Z. Full article
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Article
Customer Experience in Fintech
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1415-1433; https://doi.org/10.3390/jtaer16050080 - 30 Apr 2021
Cited by 61 | Viewed by 8132
Abstract
The purpose of this paper is to analyse customer experience (CX) in the fintech sector. Fintech is a dynamic and innovative field that fully benefits from advances in information and communication technology. The concept of customer experience is multidimensional, analysed from various perspectives, [...] Read more.
The purpose of this paper is to analyse customer experience (CX) in the fintech sector. Fintech is a dynamic and innovative field that fully benefits from advances in information and communication technology. The concept of customer experience is multidimensional, analysed from various perspectives, and with distinct valences in different industries. Based on the stimulus-organism-response (S-O-R) approach, we proposed a model in which customer experience in fintech is the result of customer’s evaluation of the stimuli proposed by fintech companies. Using partial least squares equation modelling (PLS-SEM), we tested a series of hypotheses and validated the proposed model. The results showed that perceived value, customer support, assurance, speed and perceived firm innovativeness are positively related to customer experience in fintech. In turn, customer experience is positively associated with loyalty intentions of the customer. Our paper contributes in identifying the dimensions, the determinants and the outcomes of customer experience in fintech, while from a managerial perspective, we demonstrate how fintech companies must integrate customer experience in their business models. Full article
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Article
How Does Mobile Page Speed Shape in-between Touchpoints in the Customer Journey? A Research Regarding the Most Trusted Retailers in Romania
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1369-1389; https://doi.org/10.3390/jtaer16050077 - 19 Apr 2021
Cited by 1 | Viewed by 2554
Abstract
In the digital age, retailers face umpteen challenges, finding it increasingly difficult to fulfil the customer requirements. Studying the most trusted online stores in Romania, the authors aimed to identify the opportunities and the challenges for retailers in the connected consumer’ journey, analyzing [...] Read more.
In the digital age, retailers face umpteen challenges, finding it increasingly difficult to fulfil the customer requirements. Studying the most trusted online stores in Romania, the authors aimed to identify the opportunities and the challenges for retailers in the connected consumer’ journey, analyzing the page load speed of the in-between touchpoints in the pre-check-out phase on smartphones. In this regard, comparative analysis and content analysis were performed, taking into consideration eight performance indicators, namely, first content paint, first input delay, largest contentful paint, cumulative layout shift, performance score, speed index, time to interactive, and total blocking time. Three platforms were used to run the tests, the generated data allowing the identification of the necessary enhancements to ensure a continuous consumer journey. The study revealed that the selected in-between touchpoints need major improvements to provide a satisfying consumer experience on a smartphone. The scientific contribution of this article consists of presenting 14 opportunities designed for retailers. By implementing them, for every 0.1 s saved, the conversion rate can increase by 8% due to emotional mitigation with technological performance improvements. The page speed shapes the customer journey, the retailers gaining the users’ trust by avoiding a long waiting time between the touchpoints. Full article
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Article
Factors Determining the Behavioral Intention of Using Food Delivery Apps during COVID-19 Pandemics
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1297-1310; https://doi.org/10.3390/jtaer16050073 - 14 Apr 2021
Cited by 64 | Viewed by 14309
Abstract
The purpose of this study was to investigate the factors determining the behavioral intention of using food delivery apps (FDAs) during COVID-19 pandemics, under a case study of Bangkok, Thailand. The study was necessitated by the increased use of FDAs during the lockdown; [...] Read more.
The purpose of this study was to investigate the factors determining the behavioral intention of using food delivery apps (FDAs) during COVID-19 pandemics, under a case study of Bangkok, Thailand. The study was necessitated by the increased use of FDAs during the lockdown; online transactions were considered important in preventing the spread of the virus. The study used quantitative techniques involving structural equation model (SEM) to evaluate the effects of exogenous variables on endogenous variables. Primary data were collected from people who had installed and used FDAs. The findings indicated that performance expectancy, effort expectancy, social influence, timeliness, task technology fit, perceived trust, and perceived safety significantly influence the behavioral intention to use (BIU) to use food delivery apps during the COVID-19 pandemic. To this end, effort should be intensified to study and understand FDAs as it pertains to safety and usage. Full article
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Article
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
Cited by 7 | Viewed by 2624
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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Article
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
Cited by 11 | Viewed by 5687
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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