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Understanding the inhibitors to consumer mobile purchasing intentions

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  • Sohn, Stefanie
  • Groß, Michael

Abstract

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.

Suggested Citation

  • Sohn, Stefanie & Groß, Michael, 2020. "Understanding the inhibitors to consumer mobile purchasing intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    • Handle: RePEc:eee:joreco:v:55:y:2020:i:c:s0969698920300825
    DOI: 10.1016/j.jretconser.2020.102129
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    References listed on IDEAS

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    2. Rayburn, Steven W. & Anderson, Sidney T. & Zank, Gail M. & McDonald, Imani, 2022. "M-atmospherics: From the physical to the digital," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

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