Consumers’ motivation to purchase using shopping apps: An empirical study

Abstract

One of the crucial questions that shopping involves is that why do people shop. One way to give an answer to this question is to examine consumers’ shopping motives. According to an article in “The Strategist – Business Standard” published on 27th April 2015, leading m-commerce companies like Flipkart, Myntra, Snapdeal, etc. receive 70% to 90% of their traffic from mobile Apps. The current research aims to determine the motivational factors of the consumers to purchase products through shopping Apps of online retailers. Customer prefers to purchase products using mobile apps mainly because of mobility, broad reachability, ubiquity convenience, and localization of products and services attributes. The study explores shopping motivation to purchase using Shopping Apps among young Indian consumers. Data will be collected from 114 respondents using a structured questionnaire in Ahmedabad city. Exploratory factor analysis will be done using SPSS 20.0 to indentify the motivations of purchasing using shopping apps. Paper will end with the discussion of output and implications