Distribution Functions and Mobile Apps:
Deconstruction of distribution functions is progressing due to digital transformation. In response, various distribution business models are being developed by retailers. Based on these business models, consumers are provided with mobile apps that combine various retail functions. A focus on the com...
| Main Authors: | , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2021-09-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/41/2/41_2021.044/_html/-char/en |
| Summary: | Deconstruction of distribution functions is progressing due to digital transformation. In response, various distribution business models are being developed by retailers. Based on these business models, consumers are provided with mobile apps that combine various retail functions. A focus on the comprehensiveness of the product categories offered to consumers and the integration of retail functions offered enables competitive typology of various mobile apps. For targeting of the mass market, there are leader-type mobile apps that maintain a high degree of comprehensiveness of product categories and highly integrated functions. Conversely, when targeting individual markets, market-specific mobile apps and function-specific mobile apps are found at the opposite ends of these axes. In this paper, we investigated the actual usage of mobile apps and the perceptions of these apps for smart shopping and shopping enjoyment, while keeping in mind the competitive typology of various mobile apps that reflect each distribution business model. |
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| ISSN: | 0389-7265 2188-1669 |