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This research examines consumers' general in-store mobile phone use and shopping behavior. Anecdotal evidence has suggested that mobile phone use decreases point-of-purchase sales, but the results of the current study indicate instead that it can increase purchases overall. Using eye-tracking technology in both a field study and a field experiment, matched with sales receipts and survey responses, the authors show that mobile phone use (vs. nonuse) and actual mobile phone use patterns both lead to increased purchases, because consumers divert from their conventional shopping loop, spend more time in the store, and spend more time examining products and prices on shelves. Building on attention capacity theories, this study proposes and demonstrates that the underlying mechanism for these effects is distraction. This article also provides some insights into boundary conditions of the mobile phone use effect.

We present an integrative review of existing marketing research on mobile apps, clarifying and expanding what is known around how apps shape customer experiences and value across iterative customer journeys, leading to the attainment of competitive advantage, via apps (in instances of apps attached to an existing brand) and for apps (when the app is the brand). To synthetize relevant knowledge, we integrate different conceptual bases into a unified framework, which simplifies the results of an in-depth bibliographic analysis of 471 studies. The synthesis advances marketing research by combining customer experience, customer journey, value creation and co-creation, digital customer orientation, market orientation, and competitive advantage. This integration of knowledge also furthers scientific marketing research on apps, facilitating future developments on the topic and promoting expertise exchange between academia and industry.

Firms are increasingly offering engagement initiatives to facilitate firm-customer interactions or interactions among customers, with the primary goal of fostering emotional and psychological bonds between customers and the firm. Unlike traditional marketing interventions, which are designed to prompt sales, assessing returns on engagement initiatives (RoEl) is more complex because sales are not the primary goal and, often, direct sales are not associated with such initiatives. To assess RoEl across varying institutional contexts, the authors propose and empirically implement a methodological framework to investigate a business-to-business mobile app that a tool manufacturer provides for free to engage its buyers. The data include sales by buyer firms that adopted the app over 15 months, as well as a control group of buyers that did not adopt. The results from a difference-in-differences specification, together with selection on observables and unobservables, show that the app increased the manufacturer's annual sales revenues by 19.11 %-22.79%; even after accounting for development costs, it resulted in positive RoEl. This RoEl was higher when buyers created more projects using the app, so customer participation intensity appears to underlie RoEl. This article contributes to engagement literature by providing a methodological framework and empirical evidence on how the benefits of engagement initiatives materialize.

The increased penetration of mobile devices has a significant impact on customers' online shopping behavior, with customers frequently switching between mobile and fixed devices on the path to purchase. By accounting for the attributes of the devices and the perceived risks related to each product category, the authors develop hypotheses regarding the relationship between device switching and conversion rates. They test the hypotheses by analyzing clickstream data from a large online retailer and apply propensity score matching to account for self-selection in device switching. They find that when customers switch from a more mobile device, such as a smartphone, to a less mobile device, such as a desktop, their conversion rate is significantly higher. This effect is larger when product category-related perceived risk is higher, when the product price is higher, and when the customer's experience with the product category and the online retailer is lower. The findings illustrate the importance of focusing on conversions across the combination of devices used by customers on their path to purchase. Focusing on the conversions on a single device in isolation, as is usually done in practice, significantly overestimates conversions attributed to fixed devices at the expense of those attributed to mobile devices.

In the context of user-generated content (UGC), mobile devices have made it easier for consumers to review products and services in a timely manner. In practice, some UGC sites indicate if a review was posted from a mobile device. For example, TripAdvisor uses a \"via mobile\" label to denote reviews from mobile devices. However, the extent to which such information affects consumers is unknown. To address this gap, the authors use TripAdvisor data and five experiments to examine how mobile devices influence consumers' perceptions of online reviews and their purchase intentions. They find that knowing a review was posted from a mobile device can lead consumers to have higher purchase intentions. Interestingly, this is due to a process in which consumers assume mobile reviews are more physically effortful to craft and subsequently equate this greater perceived effort with the credibility of the review.

This paper presents a mobile application usability conceptualization and survey instrument following the 10-step procedure recommended by MacKenzie et al. (2011). Specifically, we adapted Apple’s user experience guidelines to develop our conceptualization of mobile application usability that we then developed into 19 first-order constructs that formed 6 second-order constructs. To achieve our objective, we collected four datasets: content validity (n = 318), pretest (n = 440), validation (n = 408), and cross-validation (n = 412). The nomological validity of this instrument was established by examining its impact on two outcomes: continued intention to use and mobile application loyalty. We found that the constructs that represented our mobile application usability conceptualization were good predictors of both outcomes and compared favorably to an existing instrument based on Microsoft’s usability guidelines. In addition to being an exemplar of the recent procedure of MacKenzie et al. to validate an instrument, this work provides a rich conceptualization of an instrument for mobile application usability that can serve as a springboard for future work to understand the impacts of mobile application usability and can be used as a guide to design effective mobile applications.

Purpose The purpose of this paper is to incorporate mobile payment (MP) self-efficacy, new technology anxiety, and MP privacy concerns into the basic TAM to explore MP adoption, particularly tap-and-go payment, among US consumers. Design/methodology/approach Data were collected through an online survey conducted among students at a Midwestern University in the USA. A total of 254 participants provided 240 useable responses. Findings MP self-efficacy significantly impacts perceived ease of use (PEOUMP) and perceived usefulness of MP (PUMP). These in turn impact MP attitude, which affects intention to use MP. Privacy concerns also impact attitude towards MP and MP use intention. New technology anxiety impacts PEOUMP, but not PUMP. Research limitations/implications The study uses a convenience sample of young US consumers, which could limit the generalisability of the results. The study is also limited to tap-and-go payment. Practical implications US retailers have information on some of the factors that encourage MP adoption. Retailers need to address self-efficacy concerns, MP privacy concerns, and consumers’ perceptions of usefulness of the technology. Originality/value There has been little research on factors impacting tap-and-go payment adoption in the USA. The study highlights the roles of self-efficacy and privacy concerns. It focusses on tap-and-go payment, since this technology can enhance consumers’ retail experience.

This study investigates the relationship between millennials' impression-relevant and outcome-relevant involvement and purchase/use behaviors regarding mobile technology. The study focuses on three individual difference variables (status consumption, domain-specific innovativeness, and opinion leadership) and their moderating role between involvement and purchase/usage. The results indicate that millennial consumers with higher levels of domain-specific innovativeness and opinion leadership report a stronger relationship between impression-relevant and outcome-relevant involvement with mobile technology purchase and usage.

Mobile users can create word of mouth wherever they are and whenever they want, leading to differences in the content and consumption value of mobile versus nonmobile word of mouth. Mobile users can create word of mouth (WOM) wherever they are and whenever they want to do so. This real-time creation process may be associated with differences in the content and consumption value of mobile versus nonmobile word of mouth. We analyze 275,362 reviews from 117,827 reviewers describing their experiences at 134,976 restaurants as well as a dual platform subsample of 21,026 reviews written by 673 reviewers who wrote at least four mobile and four nonmobile reviews. We also examine how the introduction of the mobile platform affected WOM consumption. We find that WOM content is more affective, more concrete, and less extreme when created on mobile devices. These differences in content (more affective, more concrete, and less extreme) vary in their relationships with the perceived consumption value of mobile content. Beyond the indirect relationship between platform and consumption value through content, reviews created on mobile devices are associated with lower consumption value. This direct relationship grows stronger over time. Although consumers initially value both real-time mobile content and nonmobile content, even after controlling for a large set of content and contextual variables, over time consumers value mobile reviews less than they do nonmobile reviews.

Current situation in COVID-19 pandemic as well as the significant digital transformation, where the whole world is being forced to participate, are lead for a wide acceptance to use the mobile payments. The main objective for the current study is to focus on analysing the primary variable “intention to use” through the Apple Wallet mobile payment system “apple wallet app” in United Arab Emirates (UAE), in addition to defining a context and evaluating the various antecedents of its use. The main variables that addressed by the current study are ability to use (skilfulness), perceived usefulness, convenience of the system, perceived risk and the primary variable that mentioned before was intention to use. To conduct the study, we invited 422 respondents to an online survey, and we have used a structural equation modelling analysis. The results indicate that mobile user skilfulness is the variable that most influences the intention to use the proposed payment system, followed by perceived usefulness and convenience of the system, while the perceived risk has a weak negative relationship with intention to use mobile payment via apple wallet app in the light of high Cybersecurity Index in the UAE.