SMARTPHONES AND MOBILE APPLICATIONS AS SHOPPING TOOLS – ATTITUDES OF YOUNG RETAIL CONSUMERS IN CROATIA

Abstract

Modern information and communication technology has a very strong influence on retail customers, especially in younger generation. The majority of younger retail consumers in Croatia is using smartphones in everyday life, not only for communication and fun, but also to search, collect and compare information about desired products. The usage of smartphones and mobile applications as shopping tools within this population is of a great interest for future retail marketers and managers. In this paper we will analyze perceptions of younger consumers on smartphones and mobile applications in order to explain their potentials as retail shopping tools. Therefore, an empirical survey is undertaken in order to answer several research questions such as: how frequent young consumers use smartphones and mobile applications in general, what are main motives and what is the scope of their usage, how often do they shop via smartphones, what motivates them to use applications for mobile shopping and what are their attitudes towards mobile purchasing benefits.

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