Swap, tap, shop: how mobile apps are transforming the in-store shopping experience

초록

This study investigates how perceived values derived from using retailer mobile apps during in-store visits influence seamless experiences and omnichannel shopping behaviors. Drawing on survey data from 407 U.S. consumers, a pretest identified four key perceived values-hedonic, utilitarian, synchronicity, and co-creation. The main study, based on survey data from 373 U.S. consumers, employed a hybrid approach of Partial Least Squares Structural Equation Modeling (PLS-SEM) and Artificial Neural Network (ANN) analysis to test hypotheses and capture linear and non-linear effects. PLS-SEM results indicate that synchronicity, utilitarian, and co-creation values are the significant predictors of seamless experience, which subsequently drives satisfaction and behavioral intention. ANN analysis reinforces these findings by modeling non-linear relationships, validating the model, and ranking predictor importance. This study advances mobile commerce research and provides actionable insights for retailers seeking to enhance seamless experiences between mobile applications and physical stores.

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