The topic is Australian consumers’ attitudes toward smartphone-shopping (shopping via smartphone) Background: Online retail shopping has grown considerably over recent years in many countries around the world, including in Australia. In addition, the types of devices we use have also been changing. Over the past several years there has been a steady decrease in the use of conventional desktop PC and laptop machines and a steady increase in the use of smartphones. Survey research by GlobalWebIndex (2020), illustrated below, shows that in places like the Asia Pacific, smartphones are now around twice as likely to be used to purchase a product online compared to desktop PCs or laptops. Given these trends, it is important for marketers (and anyone involved in e-commerce more generally), to understand the types of people who engage in online shopping via smartphone, and how to best cater to them. Smartphone-shopping falls under the banner of mobile-shopping (m-shopping – which includes shopping with any mobile device) and is a relatively under-researched area. In this project we will examine whether attitudes toward smartphone-shopping are more favourable among particular demographic and behavioural segments within the population. We will also assess how strongly some of the individual characteristics that have typically been associated with favourable attitudes toward “traditional” online shopping (e.g., price consciousness, convenience seeking orientation, impulsiveness) are associated with smartphone-shopping. Research Problem/Question: What are the determinants of Australian consumers’ attitudes toward smartphone-shopping? Population of Interest and Project Focus: The target audience is English speaking Australian adults who own a smartphone and who regularly use it to access the Internet. Respondents do not need to have previously engaged in smartphone- shopping, but they should be aware that it is possible. Research Objectives: The aim of this activity is to quantitatively examine determinants of Australian consumers’ attitudes toward smartphone-shopping. Specific objectives include: i) To examine if attitudes toward smartphone-shopping differ across population segments; ii) To understand the relationships between individual characteristics and attitudes toward smartphone-shopping; iii) To evaluate the relationship between attitudes toward smartphone-shopping and general attitudes toward modagnes of shopping (online, traditional in-store).
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