The Impact of Mobile Commerce on Consumer Buying Behavior

Abstract

The study looks into how mobile commerce (m-commerce) technologies affect the purchasing behavior of modern consumers. The aim is to examine the impact of having a mobile device readily available on the purchasing activities and methods as well as the activities following the purchases. The study adopts a mixed-method approach, conducting surveys with mobile shoppers and interviews with managers from e-commerce companies. Results indicate that m- commerce enhances the tendency to make impulse purchases, increases sensitivity to prices, purchasing friction, and places demands for almost effortless user experiences while at the same time strong consumers’ control over data and personalization are required. This provided evidence fills the gaps in literature about m-commerce and its impact on consumers. The research underscores the importance of businesses focusing their marketing strategies and optimizing m-commerce platforms in order to meet the rapid changes in consumer behavior and preferences if they are to remain competitive in the global online marketplace.