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Young Consumers’ Perception of Problems and Usefulness of Mobile Shopping Applications

Author

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  • Blaženka Knežević

    (University of Zagreb, Faculty of Economics and Business, Croatia)

  • Mia Delić

    (University of Zagreb, Faculty of Economics and Business, Croatia)

Abstract

Objective: The objective of this paper is to explain how young consumers from Croatia perceive problems and usefulness of mobile shopping applications. Research Design & Methods: The paper is based on descriptive statistics of data collected in a wide-range survey on mobile commerce attitudes within young population in Croatia. The questionnaire was designed upon recent literature in the fields of electronic and mobile commerce. The quantitative data analysis regarding mobile application problems and usefulness was conducted on 276 validated questionnaires. Findings: The majority of young population in Croatia is experienced in smartphone usage and can be referred to as “handset generation”. They express a high level of satisfaction regarding mobile purchasing and have positive attitudes towards the usefulness of mobile shopping applications. They are aware of mobile purchasing obstacles and risks and perceive some of them as very important. Implications & Recommendations: The results of this study can be useful for researchers and practitioners in the retail industry. The findings can be used as a basis for adjusting policies towards mobile commerce within business strategies, not only in the retailing industry, but in other industries as well. Contribution & Value Added: The paper is a valuable contribution to research fields of retail marketing, retail management, electronic commerce and, especially, mobile commerce because it deals with primary data collected in a specific geographical market. As the authors developed their own set of questions, the presented findings can be used as a basis for future research in various markets and groups of consumers.

Suggested Citation

  • Blaženka Knežević & Mia Delić, 2017. "Young Consumers’ Perception of Problems and Usefulness of Mobile Shopping Applications," Entrepreneurial Business and Economics Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 5(1), pages 43-58.
    • Handle: RePEc:krk:eberjl:v:5:y:2017:i:1:p:43-58
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    File URL: https://eber.uek.krakow.pl/index.php/eber/article/download/166/pdf
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    References listed on IDEAS

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    4. Alain Fayolle & B. Gailly & N. Lassas-Clerc, 2006. "Effect and Counter-effect of Entrepreneurship Education and Social Context on Student's Intentions," Post-Print halshs-00133047, HAL.
    5. Nurdan Ozaralli & Nancy K. Rivenburgh, 2016. "Entrepreneurial intention: antecedents to entrepreneurial behavior in the U.S.A. and Turkey," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 6(1), pages 1-32, December.
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    Citations

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    Cited by:

    1. Meštrović, Ines Sosa & Knežević, Blaženka & Falat, Martina, 2019. "What Influences Decision Making in Online Purchasing of Books in Generation X and Y?," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2019), Rovinj, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 12-14 September 2019, pages 367-375, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    2. Maciejewski Grzegorz, 2018. "Consumers’ Attitudes Towards Modern Solutions in the Retail Trade," Economics and Business Review, Sciendo, vol. 4(3), pages 69-85, July.
    3. Dastane, Omkar & Goi, Chai Lee & Rabbanee, Fazlul, 2020. "A synthesis of constructs for modelling consumers’ perception of value from mobile-commerce (M-VAL)," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    4. Pavol Kita & Marta Žambochová & Ján Strelinger & Veronika Kitová Mazalánová, 2021. "Consumer Behaviour of Slovak Households in the Sphere of Organic Food in the Context of Sustainable Consumption," Central European Business Review, Prague University of Economics and Business, vol. 2021(1), pages 1-17.

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    More about this item

    Keywords

    m-commerce; mobile applications; mobile browsers; risk perception; usability; students;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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