Abstract

The main aim of the study is to analyze the use of smartphones by customers in the purchasing process and provide recommendations for innovation in shopping experience. In order to analyze interdependencies by defining the basic attributes of user clusters and their comparisons, data obtained from a consumer survey conducted by Google – Consumer Barometer was used. Factor analysis and k-means cluster analysis was executed in order to analyze the data and divide users into homogenous groups of users. By executing so, we have identified spatial correlations as a side product of our analysis. Based on the results it was possible to identify the most popular activities in the pre-purchasing stage – finding ideas, getting a store location, finding where to buy the product. The results pointed out to 2 groups of active smartphone users in terms of purchase, and 2 more conservative clusters – mostly containing users from European countries. The results of our study will help e-commerce subjects to better understand the omnichannel behavior of users who are increasingly using mobile devices – smartphones – in the purchasing process.

Keywords: e-commerce, mobile devices, smartphone, smartphone adoption, mobile marketing

JEL Classification: M31, M15, O33.

Cite as: Bacik, R., Kakalejcik L. & Gavurova, B. (2017). Innovation of shopping experience based on smartphone behavior in purchasing process. Marketing and Management of Innovations, 4, 99-111. https://doi.org/10.21272/mmi.2017.4-09

This work is licensed under a Creative Commons Attribution 4.0 International License

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