A critical analysis of mobile commerce strategies on purchase frequency: Evidence from an e-commerce platform in Port Harcourt, Nigeria
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- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the study
Mobile commerce strategies have revolutionized how consumers shop, offering unprecedented convenience and accessibility. For e-commerce platforms in Port Harcourt, Nigeria, the integration of mobile technologies has become essential for driving purchase frequency. Strategies such as mobile-optimized websites, in-app promotions, and location-based offers are employed to enhance the shopping experience and encourage repeat purchases. By leveraging mobile commerce innovations, brands can engage consumers on the go, ensuring that the buying process is seamless and user-friendly. This study critically analyzes the impact of mobile commerce strategies on purchase frequency, exploring how mobile-specific features and user interface designs influence consumer buying behavior. It examines various tactics including personalized notifications, mobile-exclusive discounts, and intuitive app navigation to understand their role in increasing purchase frequency. Despite the significant advantages, challenges such as technical issues, security concerns, and varying levels of user digital literacy remain. The research aims to identify these challenges and propose solutions to optimize mobile commerce strategies, ultimately leading to higher consumer purchase frequency and enhanced brand loyalty.
Statement of the problem
E-commerce platforms in Port Harcourt face challenges in maximizing purchase frequency through mobile commerce strategies. Despite the potential benefits of mobile-optimized shopping experiences, issues such as app usability problems, security vulnerabilities, and inconsistent promotional tactics often result in lower-than-expected repeat purchases. This study seeks to uncover the factors that hinder effective mobile commerce and determine how these challenges can be mitigated to boost purchase frequency among consumers.
Objectives of the Study
To analyze the impact of mobile commerce strategies on purchase frequency.
To identify challenges that reduce mobile commerce effectiveness.
To recommend strategies for enhancing mobile-driven purchase frequency.
Research Questions
How do mobile commerce strategies influence consumer purchase frequency?
What challenges hinder the effectiveness of mobile commerce initiatives?
How can mobile commerce strategies be optimized to increase repeat purchases?
Significance of the study
This study is significant as it provides insights into how mobile commerce strategies can be refined to improve purchase frequency on e-commerce platforms. Its findings will help businesses in Port Harcourt optimize their mobile offerings, drive repeat purchases, and build stronger customer loyalty. The research contributes to digital commerce literature by offering actionable recommendations for enhancing mobile shopping experiences.
Scope and Limitations of the Study
This study is limited to examining mobile commerce strategies and their impact on purchase frequency within an e-commerce platform in Port Harcourt, Nigeria.
Definitions of Terms
Mobile Commerce Strategies: Tactics used by e-commerce platforms to engage consumers through mobile devices.
Purchase Frequency: The rate at which consumers make repeat purchases.
E-commerce Platform: An online portal that facilitates the sale of products or services.
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