دانلود رایگان مقاله انقلابی در خرید تلفن همراه: فرآیند تصمیم گیری مصرف کننده

Abstract

The use of mobile devices by consumers and the accompanying response by retailers is rapidly revolutionizing the retail environment. In the past, retailers have focused primarily on the outcome (to purchase or not to purchase) of the consumer decision process, but now mobile technologies give retailers the opportunity to more actively influence the entire consumer decision-making processes. The increasing use of mobile devices by consumers makes shopping a continuous rather than discrete activity that requires retailers to engage with their customers at critical touch points of the decision process in order to provide a more customercentric experience. This change in focus from the decision outcome to the decision process signifies an important paradigm shift for the retailing industry. After an extensive review of the literature, we identify four pillars that form the foundation for the mobile shopping revolution and represent the essential ways and means through which retailers can engage with consumers during the decision process. We also discuss the different areas in which the pillars can enable retailers to achieve a sustainable competitive advantage in the mobile shopping era. # 2017 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.

1. Dr. Gonzales: The new connected consumer

Dr. Kailey Gonzales, a busy practicing physician, enters the parking lot of Woodman’s Supermarket in Madison, Wisconsin for her weekly shopping trip. She plans to purchase the items that routinely appear on her shopping list, stored on her smartphone, in addition to several other items for her party on Saturday night. While exiting her SUV, she receives a digital prompt from Woodman’s welcoming her to the store and informing her of that week’s set of customized coupons for items she regularly purchases as well as a few items she seldom buys. Entering the store’s produce department, she checks her shopping list on the store’s app and notes that kale appears first. She selects a bunch, places it on the digital scale, scans the weight and Universal Product Code (UPC) into her phone, taps the purchase button to record the transaction, and then places the kale in her environmentally friendly, reusable shopping bag inside her cart. As she is leaving the produce section, she hears an alert message from her smartphone indicating that the store’s app has detected that she is leaving the produce section without buying bananas, an item that she purchased on her previous four shopping trips, and she quickly returns to purchase this forgotten item. Pressed for time, she uses her smartphone to locate the next two items on her list: sockeye salmon and salad-seasoning powder. The in-store app immediately displays a map of the store’s layout, including her location within the store and the location of the salmon on aisle 5 and seasoning powder on aisle 9.