Design and Evaluation of Smart Mobile Services for Cross-Channel Shopping

Abstract

This study explores the potential of smart mobile services to enhance online and offline shopping. Three prototypes were designed and implemented on smart phones and smart watches. Thirty young adults participated in the experiment to evaluate these prototypes. The results indicate that satisfaction with smart services is influenced by characteristics such as innovativeness, current shopping behavior, and design of prototypes. Positive feedback was generally given towards smart mobile services, but there were mixed attitudes towards key features. First, participants with a utilitarian motivation liked the indoor navigation feature, but those with a hedonic motivation enjoyed exploration. Second, in the area of big data, participants wanted more control over recommendations and more protection of privacy. Third, participants wanted to make mobile payments but were concerned about security. Finally, developers of new technology for smart mobile services should consider practicability.