Shopping Via Smartphones – An Investigation on Selected Drivers and Consequents of Customers’ Perceived Enjoyment

Online shops accessible through smartphones present retailers with the challenge to create a shopping environment that effectively complements the conventional online shop. So far, research focuses consumer’s global willingness to shop mobile while neglecting customer’s mobile shopping experience and its determinants. Hence, this study, conducted among mobile smartphone shoppers, attempts to clarify how instrumental aspects of store appearance impact consumer’s enjoyment. The findings highlight the vital role of perceived aesthetics and confirm the impact of ease of use on enjoyment. Accordingly, enjoyment strengthens reuse and purchase intention while prior online shop contact does not moderate the investigated interrelationships.