A QUALITATIVE STUDY OF THE YOUNG BUYERS’ MOBILE SHOPPING BEHAVIOR. AN EXPLORATION OF THE ADOPTION FACTORS, IMPULSE BUYING AND ENVIRONMENTAL AWARENESS
A QUALITATIVE STUDY OF THE YOUNG BUYERS’ MOBILE SHOPPING BEHAVIOR. AN EXPLORATION OF THE ADOPTION FACTORS, IMPULSE BUYING AND ENVIRONMENTAL AWARENESS

Author(s): Claudia STOIAN BOBÂLCĂ, Patricia Bertea, Corina Cara, Tudor Tocila, Oana ȚUGULEA
Subject(s): Economy
Published by: Editura Universităţii »Alexandru Ioan Cuza« din Iaşi
Keywords: mobile shopping; social influence; enjoyment seeking; impulse buying; sustainability;
Summary/Abstract: The purpose of the study is to investigate the mobile shopping buying behavior. The research follows three objectives: (1) to investigate the factors associated with adoption of mobile commerce among young buyers; (2) to understand the role of impulse buying in mobile commerce; (3) to explore the connection between mobile shopping and customers’ awareness of the need to protect the environment. The sample consisted of 25 young buyers who usually order different products using the mobile phone. As a research methodology, we used the qualitative research, conducting online in-depth interviews, based on an interview guide, with open-ended questions. Some important themes were identified, regarding the factors affecting the mobile commerce preference, such as: trust, social influence, enjoyment seeking and bargain hunting. The impulsive buying is familiar to young buyers, who describe the reasons for this behavior. Regarding the sustainability theme, this is not a major concern for the mobile shoppers but they usually reuse the packages they receive with the order.

• Details
• Contents