The impact of mobile shopping on consumer behaviour and market structure in China
1. Problem statement
The term "mobile shopping" refers to online purchases made using smartphones and a wireless communication network (Hubert et al., 2017). Mobile shopping has gained popularity as mobile channels and gadgets, such as smartphones and tablets, are increasingly widely used by huge consumer groups globally (Groß & Sohn, 2020). 80% of customers worldwide, in both developed and fast-growing economies, currently possess a mobile phone (Saprikis et al., 2018). the mobile channel has become the third marketplace, following the offline and online channels (Kim et al., 2017). Mobile internet technology has several benefits, including ubiquity, portability, convenient internet access, personalization, flexibility, and information diffusion (Yang, 2010). Therefore, shopping is made possible by the availability of shopping services on mobile devices with wireless capabilities. They make purchasing easier for customers. As a result, using mobile technology for shopping is both a consumption and a use behavior. (Chen, 2018).
With the development of mobile shopping in China, the market structure in China has changed. For example, the way that customers utilize mobile devices and how businesses respond to that is fast changing the retail landscape (Faulds et al., 2018). Several Chinese e-commerce companies have entered the Chinese and international capital markets with the goal of increasing performance and offering better goods and services to satisfy customer requests. These companies include Alibaba, Jingdong (JD), VIP.com, and Dangdang (Shang & Wu, 2017). Tmall's order volume at the end of the Double Eleven celebration in 2020 was 498.2 billion yuan, while JD's total transaction volume was 271.5 billion yuan. Clicks on e-commerce websites surged by 54%, and the percentage of mobile consumers reached 69.31% on Double 11 in 2020, according to the festival information. These numbers demonstrate beyond a doubt that the age of mobile purchasing was arrived (He et al., 2021). Due to the fact, in this age of smart devices and internet penetration, people can easily search for additional price information for goods on the Internet through electronic devices. loss of faith in physical establishments if customers use their phones to discover cheaper deals (Grewal et al., 2018).
The goal of this study is to thoroughly examine how mobile shopping affects the Chinese market. It also aims to improve customer happiness by examining the aforementioned concerns and offering theoretical justification and useful recommendations for comprehending the trend of mobile shopping development.
2. Aim & Objectives
The core research aim of this study is the impact of mobile shopping on consumer behaviour and market in China.
The objectives which will justify this research aim will be:
1. To explore the popularity of mobile shopping technology among Chinese consumers and its influencing factors.
2. Investigate the impact of mobile shopping on market structure in China.
3. Methodology
3.1 Literature review:
The literature review offers a theoretical foundation and research direction for the study, as well as an understanding of the current state of research in the field of mobile shopping from the standpoint of the research findings. This process can make use of the CQU library, Google Scholar, and other resources.
Additionally, it reads, summarizes, and compares the relevant literature to comprehend the background, goals, methodology, and key findings of the studies. It also examines the similarities and differences among the various studies.
3.2 Data analysis & Collect
Data surveys can yield a significant amount of quantitative information that can be used to analyse market trends and consumer behaviour, including peak purchase periods and popular products, and thus develop a deeper understanding of what consumers need to consume. As a result, it is possible to evaluate the effects of mobile shopping on the Chinese market with greater objectivity.
Mobile shopping platform. data analysis:
Utilizing the Internet as a medium and the World Wide Web as a developing technological advancement has reduced costs and increased access to information (Mcdonald & Adam, n.d.). For instance, use big data from academic articles, news sources, mobile shopping platforms, and third-party data providers to analyse user behaviour data. This comprises information about user behaviour, such as clicks, browsing, and purchases.