DOI:
Keywords:
Mobile Apps, Multi-Channel Retail, User Classification, Cluster Analysis, Taxonomy, Germany
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Classification of Mobile App Users in Multi-Channel Retail—an Exploratory Analysis
ABSTRACT
The retail industry is facing the challenge of digitization. On the one hand, the share of online shopping in total retail sales is increasing. On the other hand, consumers increasingly expect digital services. At the same time, the spread of smartphones and therefore also mobile apps has been growing for years. More and more retailers are therefore offering mobile apps, which as multi-channel apps combine aspects of online shopping and stationary retail. While the acceptance and use of mobile apps has already been extensively researched, there is little knowledge about the users themselves and user-types. This explorative research classifies users of mobile apps in multi-channel retail. Based on a survey of 101 consumers who were asked to assess the personal relevance of various app functions in a multi-channel retail context, four user types can be identified with the help of a cluster analysis. The results provide practitioners with important information for the future development of mobile apps in retail.
PUBLISHED
April 7, 2022AUTHOR BIOGRAPHIES
Atilla Wohllebe, MATE Hungarian University of Agriculture and Life Sciences – Kaposvár Campus, Kaposvár, Hungary
Atilla Wohllebe is currently a Ph. D. student at Hungarian University of Agriculture and Life Sciences – Kaposvár Campus, Hungary. His research topics include mobile apps and digital marketing, e-commerce and retail, and agile working methods. He holds a M. Sc. in E-Commerce from Wedel University of Applied Science, Germany. Working in stationary retail and e-commerce, he advises companies on how to meet the challenges of digitalization both strategically and technologically.
Dirk-Siegfried Hübner, MATE Hungarian University of Agriculture and Life Sciences – Kaposvár Campus, Kaposvár, Hungary
Dirk-Siegfried Hübner is a PhD Student at the Doctoral School in Management and Organizational Sciences, MATE Hungarian University of Agriculture and Life Sciences – Kaposvár Campus, Kaposvár, Hungary. He is scientifically and profes-sionally engaged in energy management and sustainability. Dirk-Siegfried Hübner lives in Germany.
Doreen Kämpf, MATE Hungarian University of Agriculture and Life Sciences – Kaposvár Campus, Kaposvár, Hungary
Doreen Kämpf was born in Leipzig, Saxony, Germany. She studied Business Administration at the Berufsakademie Sachsen and Taxation and Accounting at the University of Applied Sciences Merseburg. Currently, she is doing a PhD program at MATE Hungarian University of Agriculture and Life Sciences. She is doing research on co-opetition in the field of microeconomics. Until 2020, she worked at Mit-teldeutsche Airport Holding in controlling and financing. Since August 2020, she is the Head of Finance at Leipzig Chamber of Commerce and Industry. Additionally, Doreen Kämpf works part-time as a lecturer in cost and performance accounting at Bernburg University of Applied Sciences.
Szilárd Podruzsik, Centre for Economic and Regional Studies, Institute of Economics, Budapest, Hungary
Szilárd Podruzsik is a researcher working at the Centre for Economic and Re-gional Studies, Institute of Economics, Budapest, Hungary. He also works as a super-visor at Hungarian University of Agriculture and Life Sciences. He holds a PhD from the Budapest University of Economics. His research focus is on small and medium-sized enterprises, food production, consumption and their determinants. He has al-ready published over eighty papers as an author or co-author and participated in several research projects as a leader or participant.
