Extrinsic motivations behind mobile shopping: what drives regular and occasional shoppers?

Abstract

Purpose: This paper aims at shedding light on the competing extrinsic motivations behind the mobile shopping process of regular and occasional shoppers. Price and convenience, shopping security, order delivery and post-sale service are investigated as antecedents of the mobile shopping attitude-intention path. Design/methodology/approach: The empirical analysis is based on a multigroup structural equation model (SEM) developed on 903 online questionnaires collected among Chinese shoppers in a pre-Covid-19 pandemic retailing context. Findings: Findings evidence contrary motivations behind the attitude – intention to shop using a mobile retail app of regular and occasional shoppers. While all the investigated aspects result to be positively relevant for regular m-shoppers, shopping security and post-sale service do not impact the attitude – intention path of occasional mobile shoppers. Results support retailers’ strategies in the context of mobile shopping growth. Originality/value: The paper contributes to the emerging retailing literature on mobile shopping by offering a comparison of the motivations behind the mobile shopping intention of regular and occasional shoppers. Extrinsic motivations before, during and after the transaction are jointly investigated in the study.