Supporting Shopping Activities with Mobile Phone Technologies: Understanding and Affecting Customers' Behaviour

van der Burg, Carl Rasmus ; Rokic, Alen ; Kirke, Torhallur

4. term

Software, Master

2011

2011-06-16

The contents of this study is comprised of two arti- cles and a summary of the overall project. In order to understand customers’ behaviour, two shopping processes, conventional and self-service shopping, are defined. We attempt to analyse and understand these shopping processes in order to support them with mobile phone technologies. Furthermore, we examine how one can affect customers’ shopping behaviour with a mobile phone application in the conventional shopping process. Features and technologies, needed to support the activities of the shopping processes, are identified to discover possible technological challenges during development. To affect customers’ shopping behaviour, we present TaKO, a persuasive mobile phone application. TaKO implements two persuasive principles, reduction and suggestion, in an attempt to affect the customers' shopping behaviour. TaKO supports customers during decision making by providing quick product health assessment and suggestions to healthier products. The field studies conducted, showed that customers’ shopping behaviour did get affected by the reduction technique as it helped them quickly assess the products’ healthiness and make them reflect on this. Furthermore, we discovered that it is difficult to find the right moment to use suggestions to affect customers behaviour.

Shopping ; Behaviour ; Persuasion ; Self-service ; Grocery ; Mobile

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