Classification of devices and contact points of electronic channels regarding the behavior of online retail customers in the e-commerce environment

Document Type : Original Article


1 Assistant Professor of Management, Qom University, Qom, Iran

2 Master of Information Technology Management, Islamic Azad University, Electronic Branch



This research helps to increase knowledge about online retail across electronic channels (such as mobile devices) and contact points of electronic channels (such as mobile shopping software) from the customer's perspective. This research is descriptive in terms of practical purpose and in terms of collecting survey and library data and its method. The statistical population of this research is the students of Tehran Azad University. According to the statistical population, the number of statistical samples using Cochran's formula is estimated for 384 people. . The results indicate that online retail can be classified into four categories of e-commerce, which includes each point of contact of the electronic channel and emphasizes the need for more attention to online channels. It promotes marketing research and practice by demonstrating that both technology-related quality and context-related situational benefits affect consumers' use of electronic channels. Other findings show that retailers can improve customers' shopping experiences by providing alternative electronic channel contact points that specifically help the customer's online traffic.

In the situation where presence and activity in the virtual world is very attractive, customers spend their online journey through several electronic channels (all devices equipped with the Internet, such as mobile devices) and multi-channel contact points (formats for digital shopping, such as mobile shopping software). (Wagner et al., 2020). Simultaneously with the expansion of the use of the Internet in various fields, the number of consumers and buyers of electronic goods and services has also increased significantly. One of the consequences of the penetration of the Internet, the growth and development of online retailing and online shopping, is a change in the buying habits of consumers and a change in the attitude of users towards online shopping (Sheikhi et al., 2017). To answer this need, a wide range of internet-enabled devices that buyers use to search for product information or buy products online has been expanded (Grewal et al., 2017; Maity et al., 2018). The importance of a new perspective for online retailing becomes clear when shopping behavior is changing drastically due to the use of internet-enabled devices. In this research, a new insight has been provided about how users use the Internet to shop online.

On average, 49% of online shoppers around the world shop on PCs/laptops, while 51% shop on smartphones and 9% shop on tablets (G He, 2017). The large number of technologies that customers can use to make purchases requires managers to consider both the device that customers use to shop online and the characteristics of electronic channels that affect the outcome of these decisions. (Rapp et al., 2015). Identifying specific categories of devices provides retailers with the opportunity to provide multiple convenient touch points for shoppers (Verhoef et al., 2015). Differences between devices, such as screen size, image resolution, and interactivity, can affect how customers respond to marketing content and show that interfaces can shape customer response to the same content.

Hence, knowing how, why and when customers use different means for online shopping is necessary for retailers to address customer needs through appropriate online retail systems (Zhang et al., 2010).


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