Extrinsic motivations behind mobile shopping: what drives regular and occasional shoppers?

Purpose This paper aims at shedding light on the competing extrinsic motivations behind mobile shopping process of regular and occasional shoppers. Price convenience, security, order delivery post-sale service are investigated as antecedents attitude-intention path. Design/methodology/approach The empirical analysis is based a multigroup structural equation model (SEM) developed 903 online questionnaires collected among Chinese shoppers in pre-Covid-19 pandemic retailing context. Findings evidence contrary attitude – intention to shop using retail app While all aspects result be positively relevant for m-shoppers, security do not impact path Results support retailers’ strategies context growth. Originality/value contributes emerging literature by offering comparison Extrinsic before, during after transaction jointly study.