Research Seminar | "Shopping by swiping: What drives users to make purchases with their mobile phones?"

"Shopping by swiping: What drives users to make purchases with  their mobile phones?"

Research Seminar by Dr. Maria Madlberger

Wednesday, 28th June 2017
16:30 - 17:30
Rooms 4.06+4.07

This quantitative empirical study was conducted as a marketing research project in the latest MNGT 4570 Marketing Research course where students collected and analyzed data from 229 respondents in a face-to-face survey. The study investigates impact factors on consumers’ intention to shop with their mobile phones, a behavior that is rapidly increasing in many industries. The applied research model relates to literature in marketing as well as information systems and is based on recognized theories on consumer behavior (theory of planned behavior) and information systems usage (DeLone and McLean’s IS success model). Findings indicate that users’ intention to make purchases with their mobile phones are influenced by quality dimensions of mobile shopping apps, trust, risk, attitude, and shopping values. The presentation provides a journey through the typical stages of a research project involving a quantitative survey as it may be conducted in a marketing-related master thesis.

  • Fourth event of the Business and Management Department Research Seminar Series
  • Open for students & faculty

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