Traditional brick-and-mortar shopping
environments have limitations, such as the number
of product alternatives available and the difficulty of
comparing the product alternatives, especially for
more complex products. The online shopping
environment has its own limitations, such as the
inability to touch, feel, or try products, with a few
exceptions such as music and software. Mobile
devices and mobile services can help consumers
enjoy the best of both worlds by combining the
benefits of in-store and online shopping
environments. Shoppers can examine or try an item
in store and initiate a search for similar items
available online or in alternate stores by entering the
product information or simply by scanning the item
using a mobile device supported by mobile services.
This will help increase the number of alternatives in
consumers’ awareness set, and most likely the
quality level of the items that matches the
consumer’s needs in the consideration set.
GPShoper, a mobile marketing technology company,
offers a mobile shopping search application where
customers can compare prices for online and offline
locations via their mobile platform using SMS and
wireless Web applications (Burns, 2006). Users can
create shopping lists and share product results with
their friends. Furthermore, access to interactive
online shopping aids or live shopping agents, and the
ability to share the information in the form of text,
image, or video with other decision makers (e.g.,
spouse) can help to reduce the time, effort, and
monetary risks associated with the evaluation of
Traditional brick-and-mortar shopping
environments have limitations, such as the number
of product alternatives available and the difficulty of
comparing the product alternatives, especially for
more complex products. The online shopping
environment has its own limitations, such as the
inability to touch, feel, or try products, with a few
exceptions such as music and software. Mobile
devices and mobile services can help consumers
enjoy the best of both worlds by combining the
benefits of in-store and online shopping
environments. Shoppers can examine or try an item
in store and initiate a search for similar items
available online or in alternate stores by entering the
product information or simply by scanning the item
using a mobile device supported by mobile services.
This will help increase the number of alternatives in
consumers’ awareness set, and most likely the
quality level of the items that matches the
consumer’s needs in the consideration set.
GPShoper, a mobile marketing technology company,
offers a mobile shopping search application where
customers can compare prices for online and offline
locations via their mobile platform using SMS and
wireless Web applications (Burns, 2006). Users can
create shopping lists and share product results with
their friends. Furthermore, access to interactive
online shopping aids or live shopping agents, and the
ability to share the information in the form of text,
image, or video with other decision makers (e.g.,
spouse) can help to reduce the time, effort, and
monetary risks associated with the evaluation of
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