A Study into the Influence of Technology Driven Tools on Purchase Behaviour of Consumers

As technology continues to evolve, so is the tools that retailers utilise from web browsing to mobile applications to entice customers. Many e-tailers have realized the potential of mobile commerce in multiplying their sales and are witnessing encouraging results. The purpose of this paper is to investigate the effectiveness and reasons behind the use of mobile phone application over the web browsing by customer during online purchase and analyzing various perceived benefits that influence a customer. The results largely favored that mobile phone apps prove to be effective marketing tool over web browsing. One hundred mobile app users participated in the study from city of Bengaluru. Variables such as App features, ease of use, functionality, information value, customer reviews adaptation, best deals, product varieties and customization are used to identify the impact of mobile phone apps on the changing customer base and perceived benefits of consumers is analyzed using factor analysis. Hence e-tailers can improve marketing outcomes by making improved versions, expanding features and adequate differentiation to their respective mobile apps.