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Personalised Content in Mobile Applications and Purchase Intentions: An Exploratory Study

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  • Kleopatra Konstantoulaki
  • Ioannis Rizomyliotis
  • Antigoni Papangelopoulou

Abstract

This study aims to examine how personalised content affects consumers¡¯ purchase intentions in the mobile beauty shopping applications within the UK. Based on previous studies personalised content on mobile beauty applications influences consumer behaviour in terms of mobile application convenience, m-loyalty and emotions. In-depth semi-structured interviews were conducted with 12 females between the ages of 18-35 who live in the UK. According to the results, personalised content has a positive influence on both mobile convenience and m-loyalty while for emotions the influence is both positive and negative. Moreover, findings also suggested that the personalisation-privacy paradox can prevent consumers from making a purchase. The study provides suggestions towards m-retailers and managers in relation to m-commerce and beauty mobile applications. Findings also offer an insight with regards to how m-retailers can successfully incorporate personalised content to increase consumers¡¯ retention and eventually their profitability.

Suggested Citation

  • Kleopatra Konstantoulaki & Ioannis Rizomyliotis & Antigoni Papangelopoulou, 2019. "Personalised Content in Mobile Applications and Purchase Intentions: An Exploratory Study," Business and Management Studies, Redfame publishing, vol. 5(4), pages 13-23, December.
    • Handle: RePEc:rfa:bmsjnl:v:5:y:2019:i:4:p:13-23
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    References listed on IDEAS

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    1. Parise, Salvatore & Guinan, Patricia J. & Kafka, Ron, 2016. "Solving the crisis of immediacy: How digital technology can transform the customer experience," Business Horizons, Elsevier, vol. 59(4), pages 411-420.
    2. Shankar, Venkatesh & Venkatesh, Alladi & Hofacker, Charles & Naik, Prasad, 2010. "Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 111-120.
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