Possibilities of B2C buying and selling using mobile devices in comparison with Internet
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Published
18-09-2018
Sonia San Martín Gutiérrez
Blanca López Catalán
Abstract
New technologies have involved a great opportunity to improve business management. On the one hand, Internet is beginning to be a selling channel that is valid and complementary of the traditional channel, apart from being a channel to search information and socialize. On the other hand and recently, mobile marketing is useful in a commercial sense: the mobile phone incorporates television, camera, radio, chat and now firms are introducing in the issue of advertising and in other regions in selling through the mobile phone. In spite of the increasing number of studies on traditional distribution and on electronic commerce, the studies that explore the possibilities and challenges of the mobile telephone and that compare it with Internet as buying and selling channels are scarce. The goal of this study is to compare the situation of B2C buying and selling through Internet and through the mobile phone and the theoretical approaches applied in each case. This paper presents common advantages for consumers and firms in both buying and selling channels and also clear differences between them. Besides, this study revises the main approaches and determinants of the buying in each case.
How to Cite
San Martín Gutiérrez, S., & López Catalán, B. (2018). Possibilities of B2C buying and selling using mobile devices in comparison with Internet. Cuadernos De Gestión, 10(1), 17–34. https://doi.org/10.5295/cdg.100158ss
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Keywords
e-commerce, m-commerce, buying and selling
References
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ANCKAR, B., WALDEN, P. Y JELASSI, T. (2002): “Creating customer value in online grocery shopping”, International Journal of Retail and Distribution Management, Vol. 30, pp. 211-220.
BART, Y; SHANKAR, V; SULTAN, F, AND URBAN, G.L., 2005: Are the drivers and role of online trust the same for all web sites and consumers? A large – Scale Exploratory empirical study. Journal of Marketing. Vol. 69 (Octubre), pp. 133-153.
BLOCH M., PIGNEUR Y. Y SEGEV A. (1996) ‘Leveraging Electronic Commerce for Competitive Advantage: a Business Value Framework’, The Ninth International Conference on EDI - IOS, Bled, Slovenia.
BRUNER, G.C. E, (2005): “Explaining consumer acceptance of handheld Internet devices”, Journal of Business Research, Vol. 58, N. 5, pp. 553-558.
BURKE, R.R. (2002): “Technology and the customer interface: what consumers want in the physical and virtual store”, Journal of the Academy of Marketing Science, Vol. 30, N. 4, pp. 411-432.
CHEN, L.(2008): “A model of consumer acceptance of mobile payment”, International Journal of Mobile Communications, Vol. 6, N. 1, pp. 32-52.
CMT (Comisión del Mercado de las Telecomunicaciones) (2008): “Informe sobre el comercio electrónico en España a través de entidades de medios de pago” (II Trimestre 2008), disponible en www.cmt.es
CONNOLLY, D.J.; OLSEN, M.D. Y MOORE, R.G. (1998): “The Internet as a distribution channel”, Cornell Hotel and Restaurant Administration Quarterly, Vol. 39, pp. 42-54.
CYR, D., M. HEAD, A. IVANOV (2006), “Design aesthetics leading to m-loyalty in mobile commerce”, Information & Management, Vol. 43, pp. 950-963.
DARIAN, J. (1987): “In home shopping: are there consumer segment?”, Journal of Retailing, Vol. 63, pp. 163-186.
DAVIS, F. (1989): “Perceived usefulness, perceived ease of use and user acceptance of information technology”. MIS Quaterly, Vol. 13, N. 3, pp. 319-340.
DAVIS, F. (1993): “User acceptance of information technology. System characteristics, user perceptions and behavioural impacts”. International Journal of Man-Machine Studies, N. 38, pp. 475-487.
EROGLU, S.A.; MACHLEIT, K.A. Y DAVIS, L.M. (2003).”Empirical testing of a model of online store atmospherics and shopper responses”. Psychology & Marketing, Vol. 20, n. 2, pp.139-150.
FEATHERMAN, M. Y FULLER, M. (2002): “Applying TAM to E-Services Adoption: The Moderating Role of Perceived Risk”. Proceedings of the 36th Annual Hawaii International Conference on System Sciences (HICSS’03), pp. 191-202.
FIORE, S.G. (2002): Designing on-line experience through consideration of the salient sensory attributes of products. Tesis doctoral. UMIST. Gran Bretaña.
FISHBEIN, M. Y AJZEN, I., 1975: Belief, attitude, intention and behaviour: An introduction to theory and research. Ed. Addison-Wesley, Reading, MA.
FORSYTHE, S.; LIU, C.; SHANNON, D. & GARDNER, L.C. (2006): “Development of a scale to Measure the perceived benefits and risks of online shopping”, Journal of Interactive Marketing, Vol. 20, N. 2, pp. 55-75.
GILBERT, A.L. Y H. HAN (2005): “Understanding mobile data services adoption: demography, attitudes or needs”. Technological Forecasting & Social Change, Vol.72, pp.327-337.
HEIM, G.R. Y SINHA, K.K. (2005): “Service product configurations in electronic business-toconsumer operations. a taxonomic analysis of electronic food retailers”. Journal of Service Research. Vol. 7, pp. 360-376.
HOFFMAN, D.L.; NOVAK, T.P. Y PERALTA, M. (1999): “Building consumer trust online”, Communications of the ACM. Vol. 42, No. 4, pp. 80-85.
HSU, C.L., H.H. HSU, H.P. LU (2007), “Adoption of the mobile Internet: An empirical study of multimedia message service” (MMS), Omega, vol. 35, 715-726.
INE (INSTITUTO NACIONAL DE ESTADÍSTICA) (2008): “Encuesta de uso de TIC y Comercio Electrónico (CE) en las empresas”, disponible en www.ine.es
ITU (Unión Internacional de Telecomunicaciones) (2008): Telecommunication / ICT statistics: basic internet indicators, disponible en http://www.itu.int/ITU-D/ict/statistics
KHALIFA, M. & SHEN,K.N. (2008): “Drivers for transactional B2C M-Commerce adoption: Extended theory of planned behavior, the Journal of Computer Information Systems, Vol. 48, N. 3, pp. 111-117.
KIM, H.,CHAN, H.C. Y GUPTA,S. (2007): “Value-based Adoption of Mobile Internet: An empirical investigation”, Decision Support Systems, Vol. 43, N. 11, pp. 111-126.
KIM,H., LEE,I. Y KIM,J.(2008): “Maintaining continuers vs. converting discontinuers: relative importance of post-adoption factors for mobile data services”, International Journal of Mobile Communications, Vol. 6, N. 1, pp. 108-132.
LEE, B.; ANG, L. Y DUBELAARC, C. (2005): “Lemons on the Web: A signalling approach to the problem of trust in Internet commerce”, Journal of Economic Psychology. Vol. 26, No. 5, pp. 607-623.
MALLAT, N., ROSSI, M. Y TUUNAINEN, V.K. (2008): “An empirical investigation of mobile ticketing service adoption in public transportation”, Personal and Ubiquitous Computing,Vol. 12, N. 1, pp. 57-65.
MALLAT, N. (2007): “Exploring consumer adoption of mobile payments - A qualitative study”, the Journal of Strategic Information Systems, Vol. 16, N. 4, pp. 413-432.
MALLAT, N.,ROSSI, M.,TUUNAINEN,V.K. Y ÖÖRNI,A.(2009): “The impact of use context on mobile services acceptance: The case of mobile ticketing”, Information & Management, Vol. 46, pp. 190-195.
MARTÍN DE BERNARDO, C. Y PRIEDE, T. (2007): Marketing móvil: una nueva herramienta de comunicación. Ed. Netbiblio.
MARTÍNEZ LÓPEZ, F. Y MARAVER, G. (Eds.) (2009): Distribución comercial. Cap. 18.Delta Publicaciones.
MENG, D.C.; MIN, Q.F. Y LI, Y. (2008): “Study on trust in Mobile commerce adoption-a conceptual model”, Proceedings of the International Simposium on Electronic commerce and security, celebrado en China, agosto, pp. 246-249.
MINISTRY OF INFORMATION INDUSTRY, R.P.C. (2007): datos y cifras disponibles en http://www.china.org.cn/english/government/130473.htm
MORGAN, R. AND HUNT, S. (1994): “The commitment-trust theory of relationship marketing”, Journal of Marketing. Vol. 58 (Julio), pp. 20-38.
NYSVEEN, H. PEDERSEN, P.E. Y TOHORBJORNSEN, H. (2005): “Intentions to use mobile services: Antecedents and cross-service comparisons”, Journal of the academy of Marketing Science, Vol. 33, N. 3, pp. 330-346.
ONTSI - OBSERVATORIO DE LAS TELECOMUNICACIONES Y LA SOCIEDAD DE LA INFORMACIÓN (MINISTERIO DE INDUSTRIA, COMERCIO Y TURISMO) (2008): “Comercio Electrónico B2C 2007”. Disponible en la página web http://observatorio.red.es/
PAGANI, M. (2004) Determinants of adoption of Third generation mobile multimedia services, Journal of interactive marketing, Vol. 18, N. 3, pp. 46-59.
PEDERSEN, P.E. (2005): “Adoption of Mobile Internet Services: An Exploratory Study of Mobile Commerce Early Adopters”, Journal of Organizational Computing and Electronic Commerce, Vol. 15, N. 2, pp. 203–222.
POONG, Y-S., EZE, U.C. Y TALHA, M. (2009): “B2C e-commerce in Malaysia: Perceived Characteristics of Innovating and trust perspective”, International Journal of Electronic Business, Vol. 7, N. 4, pp. 392-427.
RAMUS, K.; NIELSEN, N.A. (2005): “Online grocery retailing. What do consumers think?”, Internet Research, Vol. 15, pp. 335-352.
ROGERS, E. M. (2003): Diffusion of Innovations. The Free Press, New York.
ROHM, A. Y SWAMINATHAN, V. (2004): “A typology of online shoppers based on shopping motivations”, Journal of Business Research, Vol. 57, pp. 748-757.
SAN MARTIN, S., CAMARERO, C., HERNÁNDEZ, C. y VALLS, LL. (2009): “Risk, drivers and impediments to online shopping in Spain and Japan”, Journal of Euromarketing, Vol. 18, N. 1, enero, pp. 47-64.
STEVENSON, J.C., BRUNER, G.C. Y KUMAR, A. (2000): “Webpage background and viewer attitudes”, Journal of Advertising Research, Vol. 40, N. 1/2, pp. 29-34.
TAN, F.B. Y CHOU, J.P.C. (2008),: “The relationship Between Mobile Service Quality, Perceived Technology Compatibility, an Users´Perceived Playfulness in the Context of Mobile Information and Entertainment Services”, International Journal of human-computer Interaction, Vol. 24, N. 7, pp. 649-671.
TANSKANEN, K., YRJÖLÄ, H. Y HOLMSTRÖM, J. (2002): “The way to profitable Internet grocery retailing: six lessons learned”, International Journal of Retail and Distribution Management, Vol. 30, pp. 69-178.
TEO,T.S.H. Y POK, S.H. (2003): “Adoption of WAP-enabled mobile phones among Internet users”, Omega, Vol. 31, pp. 483-498.
THORBJORNSEN, H.; NYSVEEN, H. Y PERDERSEN, P.E. (2005): “Intentions to use mobile services: antecedents and cross-service comparisons”, Journal of the Academy of Marketing Science, vol.33, (2005), pp.330-346.
TUREL, O., SERENKO,A. Y BONTIS, N. (2007): “User acceptance of wireless short messaging services:Deconstruction perceived value”, Information and Management, Vol. 44, N. 1, pp. 63-73.
WU, J.H. Y S.C. WANG (2004), “What drives mobile commerce? An empirical evaluation of the revised technology acceptance model”, Information & Management, vol .42 pp.719-729.
WYNNE, C.; BERTHON, P.; PITT, L.; EWING, M. Y NAPOLI, J. (2001): “The impact of the Internet on the distribution value chain”, International Marketing Review, Vol. 18, N. 4, pp. 420-431.
YANG, K. C. (2005): “Exploring factors affecting the adoption of mobile commerce in Singapore”. Telematics and Informatics, Vol. 22, N. 3, pp. 257-277.
ZEITHAML, V.A. (1988), “Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence”, Journal of Marketing, Vol. 52, N. 3, pp. 2-22.
AJZEN, I., M. FISHBEIN (1980): Understanding attitudes and predicting social behaviour. Englewood Cliffs, NJ: Prentice-Hall.
ANCKAR, B., WALDEN, P. Y JELASSI, T. (2002): “Creating customer value in online grocery shopping”, International Journal of Retail and Distribution Management, Vol. 30, pp. 211-220.
BART, Y; SHANKAR, V; SULTAN, F, AND URBAN, G.L., 2005: Are the drivers and role of online trust the same for all web sites and consumers? A large – Scale Exploratory empirical study. Journal of Marketing. Vol. 69 (Octubre), pp. 133-153.
BLOCH M., PIGNEUR Y. Y SEGEV A. (1996) ‘Leveraging Electronic Commerce for Competitive Advantage: a Business Value Framework’, The Ninth International Conference on EDI - IOS, Bled, Slovenia.
BRUNER, G.C. E, (2005): “Explaining consumer acceptance of handheld Internet devices”, Journal of Business Research, Vol. 58, N. 5, pp. 553-558.
BURKE, R.R. (2002): “Technology and the customer interface: what consumers want in the physical and virtual store”, Journal of the Academy of Marketing Science, Vol. 30, N. 4, pp. 411-432.
CHEN, L.(2008): “A model of consumer acceptance of mobile payment”, International Journal of Mobile Communications, Vol. 6, N. 1, pp. 32-52.
CMT (Comisión del Mercado de las Telecomunicaciones) (2008): “Informe sobre el comercio electrónico en España a través de entidades de medios de pago” (II Trimestre 2008), disponible en www.cmt.es
CONNOLLY, D.J.; OLSEN, M.D. Y MOORE, R.G. (1998): “The Internet as a distribution channel”, Cornell Hotel and Restaurant Administration Quarterly, Vol. 39, pp. 42-54.
CYR, D., M. HEAD, A. IVANOV (2006), “Design aesthetics leading to m-loyalty in mobile commerce”, Information & Management, Vol. 43, pp. 950-963.
DARIAN, J. (1987): “In home shopping: are there consumer segment?”, Journal of Retailing, Vol. 63, pp. 163-186.
DAVIS, F. (1989): “Perceived usefulness, perceived ease of use and user acceptance of information technology”. MIS Quaterly, Vol. 13, N. 3, pp. 319-340.
DAVIS, F. (1993): “User acceptance of information technology. System characteristics, user perceptions and behavioural impacts”. International Journal of Man-Machine Studies, N. 38, pp. 475-487.
EROGLU, S.A.; MACHLEIT, K.A. Y DAVIS, L.M. (2003).”Empirical testing of a model of online store atmospherics and shopper responses”. Psychology & Marketing, Vol. 20, n. 2, pp.139-150.
FEATHERMAN, M. Y FULLER, M. (2002): “Applying TAM to E-Services Adoption: The Moderating Role of Perceived Risk”. Proceedings of the 36th Annual Hawaii International Conference on System Sciences (HICSS’03), pp. 191-202.
FIORE, S.G. (2002): Designing on-line experience through consideration of the salient sensory attributes of products. Tesis doctoral. UMIST. Gran Bretaña.
FISHBEIN, M. Y AJZEN, I., 1975: Belief, attitude, intention and behaviour: An introduction to theory and research. Ed. Addison-Wesley, Reading, MA.
FORSYTHE, S.; LIU, C.; SHANNON, D. & GARDNER, L.C. (2006): “Development of a scale to Measure the perceived benefits and risks of online shopping”, Journal of Interactive Marketing, Vol. 20, N. 2, pp. 55-75.
GILBERT, A.L. Y H. HAN (2005): “Understanding mobile data services adoption: demography, attitudes or needs”. Technological Forecasting & Social Change, Vol.72, pp.327-337.
HEIM, G.R. Y SINHA, K.K. (2005): “Service product configurations in electronic business-toconsumer operations. a taxonomic analysis of electronic food retailers”. Journal of Service Research. Vol. 7, pp. 360-376.
HOFFMAN, D.L.; NOVAK, T.P. Y PERALTA, M. (1999): “Building consumer trust online”, Communications of the ACM. Vol. 42, No. 4, pp. 80-85.
HSU, C.L., H.H. HSU, H.P. LU (2007), “Adoption of the mobile Internet: An empirical study of multimedia message service” (MMS), Omega, vol. 35, 715-726.
INE (INSTITUTO NACIONAL DE ESTADÍSTICA) (2008): “Encuesta de uso de TIC y Comercio Electrónico (CE) en las empresas”, disponible en www.ine.es
ITU (Unión Internacional de Telecomunicaciones) (2008): Telecommunication / ICT statistics: basic internet indicators, disponible en http://www.itu.int/ITU-D/ict/statistics
KHALIFA, M. & SHEN,K.N. (2008): “Drivers for transactional B2C M-Commerce adoption: Extended theory of planned behavior, the Journal of Computer Information Systems, Vol. 48, N. 3, pp. 111-117.
KIM, H.,CHAN, H.C. Y GUPTA,S. (2007): “Value-based Adoption of Mobile Internet: An empirical investigation”, Decision Support Systems, Vol. 43, N. 11, pp. 111-126.
KIM,H., LEE,I. Y KIM,J.(2008): “Maintaining continuers vs. converting discontinuers: relative importance of post-adoption factors for mobile data services”, International Journal of Mobile Communications, Vol. 6, N. 1, pp. 108-132.
LEE, B.; ANG, L. Y DUBELAARC, C. (2005): “Lemons on the Web: A signalling approach to the problem of trust in Internet commerce”, Journal of Economic Psychology. Vol. 26, No. 5, pp. 607-623.
MALLAT, N., ROSSI, M. Y TUUNAINEN, V.K. (2008): “An empirical investigation of mobile ticketing service adoption in public transportation”, Personal and Ubiquitous Computing,Vol. 12, N. 1, pp. 57-65.
MALLAT, N. (2007): “Exploring consumer adoption of mobile payments - A qualitative study”, the Journal of Strategic Information Systems, Vol. 16, N. 4, pp. 413-432.
MALLAT, N.,ROSSI, M.,TUUNAINEN,V.K. Y ÖÖRNI,A.(2009): “The impact of use context on mobile services acceptance: The case of mobile ticketing”, Information & Management, Vol. 46, pp. 190-195.
MARTÍN DE BERNARDO, C. Y PRIEDE, T. (2007): Marketing móvil: una nueva herramienta de comunicación. Ed. Netbiblio.
MARTÍNEZ LÓPEZ, F. Y MARAVER, G. (Eds.) (2009): Distribución comercial. Cap. 18.Delta Publicaciones.
MENG, D.C.; MIN, Q.F. Y LI, Y. (2008): “Study on trust in Mobile commerce adoption-a conceptual model”, Proceedings of the International Simposium on Electronic commerce and security, celebrado en China, agosto, pp. 246-249.
MINISTRY OF INFORMATION INDUSTRY, R.P.C. (2007): datos y cifras disponibles en http://www.china.org.cn/english/government/130473.htm
MORGAN, R. AND HUNT, S. (1994): “The commitment-trust theory of relationship marketing”, Journal of Marketing. Vol. 58 (Julio), pp. 20-38.
NYSVEEN, H. PEDERSEN, P.E. Y TOHORBJORNSEN, H. (2005): “Intentions to use mobile services: Antecedents and cross-service comparisons”, Journal of the academy of Marketing Science, Vol. 33, N. 3, pp. 330-346.
ONTSI - OBSERVATORIO DE LAS TELECOMUNICACIONES Y LA SOCIEDAD DE LA INFORMACIÓN (MINISTERIO DE INDUSTRIA, COMERCIO Y TURISMO) (2008): “Comercio Electrónico B2C 2007”. Disponible en la página web http://observatorio.red.es/
PAGANI, M. (2004) Determinants of adoption of Third generation mobile multimedia services, Journal of interactive marketing, Vol. 18, N. 3, pp. 46-59.
PEDERSEN, P.E. (2005): “Adoption of Mobile Internet Services: An Exploratory Study of Mobile Commerce Early Adopters”, Journal of Organizational Computing and Electronic Commerce, Vol. 15, N. 2, pp. 203–222.
POONG, Y-S., EZE, U.C. Y TALHA, M. (2009): “B2C e-commerce in Malaysia: Perceived Characteristics of Innovating and trust perspective”, International Journal of Electronic Business, Vol. 7, N. 4, pp. 392-427.
RAMUS, K.; NIELSEN, N.A. (2005): “Online grocery retailing. What do consumers think?”, Internet Research, Vol. 15, pp. 335-352.
ROGERS, E. M. (2003): Diffusion of Innovations. The Free Press, New York.
ROHM, A. Y SWAMINATHAN, V. (2004): “A typology of online shoppers based on shopping motivations”, Journal of Business Research, Vol. 57, pp. 748-757.
SAN MARTIN, S., CAMARERO, C., HERNÁNDEZ, C. y VALLS, LL. (2009): “Risk, drivers and impediments to online shopping in Spain and Japan”, Journal of Euromarketing, Vol. 18, N. 1, enero, pp. 47-64.
STEVENSON, J.C., BRUNER, G.C. Y KUMAR, A. (2000): “Webpage background and viewer attitudes”, Journal of Advertising Research, Vol. 40, N. 1/2, pp. 29-34.
TAN, F.B. Y CHOU, J.P.C. (2008),: “The relationship Between Mobile Service Quality, Perceived Technology Compatibility, an Users´Perceived Playfulness in the Context of Mobile Information and Entertainment Services”, International Journal of human-computer Interaction, Vol. 24, N. 7, pp. 649-671.
TANSKANEN, K., YRJÖLÄ, H. Y HOLMSTRÖM, J. (2002): “The way to profitable Internet grocery retailing: six lessons learned”, International Journal of Retail and Distribution Management, Vol. 30, pp. 69-178.
TEO,T.S.H. Y POK, S.H. (2003): “Adoption of WAP-enabled mobile phones among Internet users”, Omega, Vol. 31, pp. 483-498.
THORBJORNSEN, H.; NYSVEEN, H. Y PERDERSEN, P.E. (2005): “Intentions to use mobile services: antecedents and cross-service comparisons”, Journal of the Academy of Marketing Science, vol.33, (2005), pp.330-346.
TUREL, O., SERENKO,A. Y BONTIS, N. (2007): “User acceptance of wireless short messaging services:Deconstruction perceived value”, Information and Management, Vol. 44, N. 1, pp. 63-73.
WU, J.H. Y S.C. WANG (2004), “What drives mobile commerce? An empirical evaluation of the revised technology acceptance model”, Information & Management, vol .42 pp.719-729.
WYNNE, C.; BERTHON, P.; PITT, L.; EWING, M. Y NAPOLI, J. (2001): “The impact of the Internet on the distribution value chain”, International Marketing Review, Vol. 18, N. 4, pp. 420-431.
YANG, K. C. (2005): “Exploring factors affecting the adoption of mobile commerce in Singapore”. Telematics and Informatics, Vol. 22, N. 3, pp. 257-277.
ZEITHAML, V.A. (1988), “Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence”, Journal of Marketing, Vol. 52, N. 3, pp. 2-22.
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