6533b7d7fe1ef96bd12690b3
RESEARCH PRODUCT
A Systematic Literature Review and Analysis of Mobile Retailing Adoption
Olli TyrväinenKarjaluoto Heikkisubject
retailingvähittäiskauppaKnowledge managementComputer sciencebusiness.industryMobile channel05 social sciencesreview article02 engineering and technologymobiilikauppaälypuhelimetReview articleHuman-Computer InteractionSystematic review020204 information systemsManagement of Technology and Innovation0502 economics and business0202 electrical engineering electronic engineering information engineeringasiakaskokemus050211 marketingmobile shoppingbusinesskäyttöönottosystemaattiset kirjallisuuskatsauksetdescription
The purpose of this study is to provide a comprehensive updated review and analysis of mobile retailing adoption. Although research on mobile channel utilization has increased significantly in recent years and many new studies on this topic have been published, research has not yet provided a clear structure regarding how consumers’ expectations have advanced in relation to mobile retailing adoption. Thus, this study synthetizes the mobile retail adoption literature and develops a framework for it. Our systematic literature review analyzed 94 scientific articles that were published between 2010 and 2018 to determine customers’ different expectations and demands during different mobile channel adoption stages. Our findings enhance the understanding of how retailers can serve customers in each stage. In addition, our framework provides opportunities and provokes questions for further research as well as shifts the focus from technology adoption-oriented topics toward customer journeys. peerReviewed
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2019-04-03 | Journal of Internet Commerce |