Shopping on the go: how walking influences mobile shopping performance. (2018)

• Record Type: Journal Article
• Authors: Stanley, Sarah M.; Elrod, Cassandra C.; Twyman, Nathan W.; Zou, Cui
• Is Part Of: International journal of electronic marketing and retailing. Volume 9:Number 4(2018)
• Page Start: 307
• Page End: 319
• Publication Date: 2018
• Subjects: m-commerce -- mobile commerce -- mobility -- walking -- shopping -- treadmill desk -- shopping task; Telemarketing -- Periodicals; Internet marketing -- Periodicals; Electronic commerce -- Periodicals; 658.872
• Languages: English
• ISSNs: 1741-1025

Abstract

Given the growth in use and capabilities of mobile devices, the mobile commerce (m-commerce) market is also continuing to grow and become more sophisticated. Studies exploring the results of m-commerce using mobile devices, however, have traditionally been done in a stationary setting. This exploratory study seeks to examine how m-commerce is impacted by the use of mobile devices in a stationary versus a walking setting. Treadmill desks were used to replicate mobile shopping while using mobile devices and then compared the results with the same task completed on mobile devices in a stationary manner. Results indicate that shopping while walking increases the time it takes to complete the shopping task but not the dollar amount spent for the product in question.