Purchasing Processes in Mobile Commerce: The Case of Consumer Electronics

Sammanfattning: Smartphones and tablets are currently changing the way we purchase products we need or desire. While they have been used as a tool for finding information for a while, they are now also used for purchasing products and services. However, little research has been conducted on consumer behaviour in mobile and especially tablet commerce. In this thesis, a qualitative study among smartphone and tablet shoppers of consumer electronics, built on traditional decision making models as well as mobile and e- commerce empirics, is conducted. It was shown that lifestyle, the device itself as well as the shopping goal have strong influences on the purchasing processes. Findings also suggest that the possible ubiquity is not used to its maximum and marketing, apps and couponing are not as effective as expected. In general, a number of differences to e-commerce were found that deserve deeper analysis.