University of Twente Student Theses


Differences between mobile shopping and traditional online shopping

Schoppmann, Rouven (2017) Differences between mobile shopping and traditional online shopping.

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Abstract:Purpose: This literature review aims at composing a list of the differences between mobile shopping and traditional online shopping, while taking a look into the future of mobile marketing. The reason for this review is to help to structure the available information in order to help understand why people are eager shop on mobile devices. Design: In order to structure the information and to come up with a relevant overview, the methodology that was used is a critical literature review, which also aimed at revealing points on which the literature agrees or disagrees. Findings: The findings of this review can be summarized as follows, the differences between mobile and traditional online shopping are originated in the characteristics of the devices they are done on. Furthermore the review has shown that the customers trust in the technology plays a great role, for the future it could be identified that mobile and traditional online shopping could work together in omni channel strategies. Originality and Value: The review might be of value to someone who wants to find out more about mobile shopping and why it is currently generating less revenue than traditional online shopping, also the review can be of value to retail companies, which have the intention to integrate their physical stores into the world of online shopping. Additionally the reader will be able to find relevant articles of the field discussed in this review.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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