دانلود مقاله isi با موضوع جذب خریداران از طریق موبایل برنامه ها
در قالب pdf و در22 اسلاید،زبان: انگلیسی، شامل:
فهرست مطالب:
چکیده
مقدمه
مروری بر تحقیقات قبلی
روش تجزیه و تحلیل مقاله و داده ها
نتیجه گیری
منابع
Abstract
Introduction
Literature review
Method
Results
References
موضوع انگلیسی :Engaging shoppers through mobile
apps
چکیده:Abstract
Purpose – The purpose of this paper is to examine the influence of several intrinsic motivations driving
consumers’ intention to buy using a mobile app, namely: shopping gamification, focussed attention, shopping
enjoyment and socialness, through the mediating role of shopping engagement. The online shopping
experience is investigated in its dual role as direct driver of the intention to buy using a mobile app and as
moderator of the shopping engagement – intention to buy using a mobile app path.
Design/methodology/approach – The empirical analysis was performed in China due to the extensive
usage of mobile shopping apps amongst the Chinese population.Astructural equation model was estimated on
893 valid and complete structured questionnaires collected amongst a sample of Chinese consumers.
Findings – Findings confirmthat intrinsic motivations (i.e. shopping gamification, focussed attention, shopping
enjoyment and socialness) indirectly influence the intention to buy using a mobile app channelled by shopping
engagement. Most remarkably, results show that the online shopping experience positively moderates the
shopping engagement – intention to buy using a mobile app path.
Originality/value – The novelty of the paper lies in the conceptual and empirical evidence provided on
shopping gamification, within the retailing marketing domain. The study investigates other related intrinsic
motivations that jointly with shopping gamification directly influence shopping engagement and indirectly
impact mobile shopping intention. The paper provides insights into the moderating role of online shopping
experience, a key aspect when the challenge concerning gamification is considered.
Keywords Mobile shopping, Engagement, Gamification, Previous online shopping experience
Paper type Research paper
