Understanding the inhibitors to consumer mobile purchasing intentions

Stefanie Sohn*, Michael Groß

*Kontaktforfatter for dette arbejde

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Abstrakt

Consumers frequently browse online stores via mobile (m-) channels but seldom realize transactions through m-channels. Although this m-purchasing yields an attractive growth opportunity for online retailers, existing research still insufficiently explains m-purchasing (intentions). Hence, this research develops and empirically tests a model of m-purchasing intention. This study's findings suggest that both task-related (e.g., perceived security risk of m-purchasing) and m-channel-related (e.g., perceived security risk of m-channels) factors inhibit consumers' decision to use m-channels for online transactions. Prior experiences with m-purchasing moderate the effect of perceived m-purchasing security risk on m-purchasing intention; the effect is stronger for experienced than for inexperienced consumers.

OriginalsprogEngelsk
TidsskriftJournal of Retailing and Consumer Services
Vol/bind55
ISSN0969-6989
DOI
StatusAccepteret/In press - 2020

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