Mobile Shopping Services– The magic spell in multi-channel retailing?

Mobile shopping services are quickly attracting attention in the clothes retail sector, both from academics who want to understand this emergent behaviour and practitioners that need to decide whether and how to invest in this... [ view full abstract ]

Mobile shopping services are quickly attracting attention in the clothes retail sector, both from academics who want to understand this emergent behaviour and practitioners that need to decide whether and how to invest in this technology. To gain insight into UK consumers’ intentions towards using MSS, and the determinants of those intentions, an online survey was conducted. The findings reveal that a significant proportion of UK shoppers plan to use MSS, particularly to assist with the steps immediately pre-purchase, though they are not prepared to actually buy clothes on their mobiles. Attitudes towards MSS are largely positive, and these are largely influenced by the belief that using MSS is a pleasurable, entertaining and useful activity. Moreover, it appears that the degree to which the respondents believe that their smartphone technically supports the use of MSS significantly influences their intentions of using these services. Somehow surprisingly, the opinions of other customers and the users’ family and friends do not seem to be very influential in the use of MSS. Our findings extend previous research, validating some findings and questioning others, as well as contribute to managerial practice.