Consumer intention to use mobile-devices as an alternative to grocery-shopping : a comparative study between France and Thailand | |
| Author | Bury, Mariam |
| Call Number | AIT RSPR no.SM-18-05 |
| Subject(s) | Mobile commerce--Thailand Mobile commerce--France Consumer behavior--Social aspects--Thailand Consumer behavior--Social aspects--France Grocery shopping--Social aspects--Thailand Grocery shopping--Social aspects--France |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Considering the development of digital during shopping process, and especially shopping related mobile applications, it appears relevant to study the consumer reaction. It is transforming our way of doing grocery-shopping, delivering a new experience. What factors impact the consumer willingness to use mobile-grocery-shopping (MGS) as an alternative grocery-shopping? Are consumers willing to use it at all stages of shopping? Is this willingness different between France and Thailand? The study shows that hedonic motivations and trust-based relationship influence the intention to use MGS. People are more willing to use MGS for the pre-store planning, rather than for the in-store experience and the post-purchase interaction. Also, consumers’ intention to use MGS appears to be rational rather than emotional. It allows them to collect more information on products, and then, it provides flexibility of time and place to shop. On the long-term, respondents think that MGS allows them to make better decisions, rather than having a better shopping experience, which is very rational. The research is a comparative study between France and Thailand but the results show no significant differences. It appears that Thai people are overall more willing to use their mobile to do grocery-shopping than French do. |
| Year | 2018 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Badir, Yuosre; |
| Examination Committee(s) | Vimolwan Yukongdi;Zimmerman, Willi; |
| Scholarship Donor(s) | EDHEC Business School, France;Asian Institute of Technology Fellowship; |
| Degree | Research report (M.B.A.) - Asian Institute of Technology, 2018 |