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ABSTRACT
The ubiquitous nature of mobile internet devices (i.e., smartphones and tablet computers) has led to an increase of their use within the retail environment as a shopping assistive technology. Consumers use them for a variety of shopping-related tasks, the most significant of which is researching product information. The use of these devices has clearly impacted how consumers shop, but what is not clear is how these devices affect shopper satisfaction, trust in the retailer and subsequent shopper intentions. The purpose of this paper is to better understand these relationships and extend existing research on the use of mobile internet devices in the retail industry. Several hypotheses are offered, and survey data from a nationwide random sample of consumers tested the hypotheses using structural equation modeling. Results indicate that shoppers’ satisfaction and trust in an online information source creates a spill-over effect on satisfaction and trust toward the retailer. Additionally, retailer repatronage intentions increase as a result of this spill-over effect. Contributions to emerging mobile marketing literature and theory, managerial implications, and future research recommendations are discussed.
Additional information
Notes on contributors
Brian I. Spaid
Brian I. Spaid is an Assistant Professor of Marketing at Marquette University. He holds a Ph.D. from the University of Tennessee. His research focuses on retail and services marketing with a special emphasis on the role of in-store and mobile technologies and their impact on the brick-and-mortar and online retail realms. His work has been published in the Research Policy, Psychology & Marketing, Service Industries Journal, Journal of Consumer Marketing, Journal of Marketing Theory and Practice, and International Review of Retailing, Distribution and Consumer Research.
Bonnie S. O’Neill
Bonnie S. O’Neill is an Associate Professor of Management at Marquette University, located in Milwaukee, Wisconsin. She received her Ph.D. and M.S. from the University of Wisconsin-Milwaukee. Dr. O’Neill has 20+ years of management and human resources experience in the public sector, healthcare and the legal field. She is a member of the American Psychological Association, the Academy of Management, the Society for Industrial and Organizational Psychology, and the Society for Human Resource Management. Dr. O’Neill’s research interests include social comparisons and referent selection, psychological contracts, organizational justice, climate perceptions and workplace attitudes. Dr. O’Neill has received several Outstanding Reviewer Awards at both the national and regional levels. Dr. O’Neill’s research has been published in the Journal of Applied Psychology, the Journal of Managerial Issues, the Journal of Managerial Psychology, the Journal of Leadership and Organizational Studies and the Journal of Nursing Administration.
Terence T. Ow
Terence T. Ow is an Associate Professor of Information Technology in the Management Department, College of Business Administration at Marquette University. He holds a Ph.D. in Business from the University of Wisconsin- Madison. His research focuses on the business value of IT, exploration of factors on online purchasing, bidding behavior in electronic market and participation behavior in online communities. He is also interested in decision support, the decision-making process and its implications in the development of business intelligence systems. His research has been published in information systems and management science journals including MIS Quarterly, Journal of Operations Management, Communications of the ACM, Decision Sciences, European Journal of Operational Research and other academic journals. He serves as associate editor for Journal of Organization Computing and Electronic Commerce.