|29th IBIMA Conference
3 - 4 May 2017
Mobile Applications for In-Store Shopping: Which Is the Attitude Of the Generation Y?
mobile shopping applications will impact the future of brick-and-mortar
stores, especially in relation to the young mobile-savvy consumers.
Since the beginning of the present decade, scholars have studied this
domain. The paper presents the findings of a survey on the attitude of
the generation Y towards the mobile applications for in-store shopping.
The primary objectives of the research referred to the cognitive,
affective and behavioral aspects of the attitude. Survey sample
consisted of 308 respondents of 18-34 years, which use smartphones and
reside in Bucharest (Romania). Findings highlighted that young
potential users have a relatively favorable attitude towards such
applications and believe they are useful. The main attributes of the
ideal application in decreasing order of importance are: level of user
data protection, price level; number of functionalities, communication
flows from the retailer to the user, access of the user to own data.
The most important functionalities that should be provided by the ideal
application are: price checking; store inventory checking; locating an
item in another store of the retail chain, receiving coupons and
discount offers from retailer. Respondents are relatively equally split
as regards buying from a retailer that provides a mobile application
for in-store shopping rather than from a retailer that does not provide
such application. For the fast diffusion of the mobile shopping
applications in stores, the critical requirement to be met is that
retailers build an image of improved, seamless and consistent customer
experience. To the best of our knowledge, this research is the first
within the published scientific literature that addresses the topic on
the Romanian market.