SELLING MOBILE PHONES

Mobile Phones Sell Well Online (Through Website) or in the Stores(Retail)

Table of Content

MOBILE PHONES SELL1

Introduction1

Discussion1

Unified Theory of Acceptance and Use of Technology (UTAUT)2

Dimensions of performance expectancy and attitude in UTAUT model4

Mobile Shopping Service5

Perceived Risk In Online Commerce8

A growing phenomenon10

Experience Stores12

Developing concept14

Conclusion17

REFERENCES21

Mobile Phones Sell

Introduction

With exponential development number of internet-enabled wireless telephone subscribers, advancement in wireless internet expertise has conceived new worth places in retail industry. The many benefits of wireless internet expertise (i.e. ubiquity, mobility, internet get access to convenience, personalization, (Scott 2003:15)flexibility, and dissemination of information) endow new buying services that can fulfill before unmet desires in retail industry. Mobile internet services can supply e-commerce undertakings in the distinct way than living buying services. Unlike internet, wireless internet endows retailers to drive customized data and pinpoint client position services in real-time interactions with clientele by the handset.

With exclusive benefits of wireless internet services, retailers can start utilizing wireless internet as the critical buying conduit and as the individual buying aide for clients on move. By supplying individual buying aide availabilities through wireless telephone, wireless buying services can change customary buyer buying knowledge in clay brick and mortar shops to next optimized buying knowledge over channels: (Park 2004:7) creating the real-time interaction between the retailer and the consumer;

assisting the consumer in making smart purchasing decisions by providing customized product/service information; and

delivering non-intrusive mobile marketing to consumer that is based on consumer preferences and priorities.

Discussion

In this way, mobile shopping services can offer benefits of acquiring an optimal shopping experience through seamless shopping transactions across channels. The promising potential of mobile shopping services stimulates mobile carriers launching mobile shopping portals in USA, transferring online shopping experience to internet-enabled mobile phone. Furthermore, leading retailers(Otto 2000:91) (e.g., Amazon, Ralph Lauren, and Sephora) have already provided mobile sites and are racing to provide the competitively differentiated shopping experience through mobile phone functions and features.

Though theses services are promising, consumer adoption of mobile shopping services is questionable in USA since US consumers are less likely than consumers in Asian and European countries to use the wide range of mobile services. Further, reported that majority of US consumers were not interested in using their mobile phone for service transactions. This could be result of developing and positioning mobile services without the clear understanding of mobile consumers. Thus, it is timely to examine underlying drivers of US mobile consumers' intentions to use mobile shopping services. This study will provide implications for retailers and mobile marketers in designing mobile shopping services based on an understanding of consumers' perceptions of new shopping capabilities. (Oinas 2002:35)The purpose of this study is to examine critical determinants of US consumers' intentions to use mobile shopping services and to provide implications for retailers and mobile marketers in order to offer mobile shopping services that meet consumers' quality expectations.

Unified Theory of Acceptance and Use of Technology (UTAUT)

A holistic approach is required to determine mobile shopping service adoption behavior because ubiquitous nature of mobile shopping services can potentially permeates and supports daily ...