Determinants on the Usage of Mobile Shopping Applications Based on Consumer Decision Making Styles

Abstract

The Internet economy is thriving in India, and e-commerce has changed business environments around the world. Among the total e-commerce sales 72.9% of sales is done through m-commerce. Mobile shopping applications enable users to buy, sell, and exchange goods on their mobile devices. India being the second largest online market and digital population in the world next to China, became the hot spot for the multinational companies. Therefore, it is vital that marketers focus more on this sector to understand the demand and unsought areas through the decision making styles of the customers. This study provides useful insights for the marketers to understand the consumer s mindset and preferences. newlineThrough various literatures, the research gap was found that very few studies focused in this dimension. Survey method was used to collect the data and the sample size used was 1183. The data was collected in the five important northern districts of Tamilnadu such as Chennai, Kanchipuram, Vellore, Thiruvallur and Salem. The study warranted in first identifying whether the users have used mobile shopping applications at least once to shop mobile phones, so purposive sampling technique was adopted newline