ItemBook Chapter

Investigating the Relationship Among Demographic Profiles and Customer Engagement Cluster Groups on Mobile E-Commerce Applications

Title
Investigating the Relationship Among Demographic Profiles and Customer Engagement Cluster Groups on Mobile E-Commerce Applications
Creator
Selvakumar, J. Joshua; Pachiyappan, Sathish; Suganya, G.; Suja, S.; Nandhi, Sreeraman; Sampath, Bharath
Description
Recently, the world is moving towards a new future where most of the communications is happening through the Internet. The use of smartphones has rapidly increased for the past two decades. People show high interest in adopting new technologies in their day to day lives. In order to connect very closely with the customers, many retailers started to expand their businesses with the help of mobile e-commerce applications. The extensive use of mobile phones and the favorable independence of time and location promised the future of mobile e-commerce applications. This created a necessity for the online businesses to understand the factors that influence customer engagement in mobile e-commerce applications. This research was aimed to provide a clear understanding on the factors that affect customer engagement in mobile e-commerce applications with respect to the age, frequency and experience of consumers. The factors like customer satisfaction, utilitarian value, ease of use, hedonic value, trust and personalized recommendations were taken into account to understand their influence on the customer engagement in mobile e-commerce applications. These factors were studied with respect to the age group of consumers and they were classified into four groups as follows: below 20years, 21 to 35years, 36 to 50years, 51years and above. Also, the effect of frequency and experience in using mobile applications towards customer engagement in mobile e-commerce applications were studied in this research. The questionnaire with 29 items were sent to 250 respondents through e-mail and other social media platforms and out of which 151 responses were taken into account for the analysis part. ANOVA tests were performed to analyze the influence of age, frequency and experience in using mobile e-commerce applications on the factors like customer satisfaction, utilitarian value, ease of use, hedonic value, trust and personalised recommendations that affect customer engagement in mobile e-commerce applications. To further analyze and group the respondents engagement in mobile e-commerce applications, k-means cluster analysis was performed. Later, ANOVA tests were performed to understand the differences among demographic profiles and cluster groups in customer engagement. From these tests, the moderating effect of age, frequency and experience factors on customer engagement were analyzed. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.
Source
Studies in Big Data;Volume;164;pp.437-463
Date
01-01-2025
Publisher
Springer Science and Business Media Deutschland GmbH
Subject
Age; Customer engagement; E-Commerce; Experience; Frequency; Mobile applications; Online shopping applications
Coverage
Selvakumar J.J., Christ University, Karnataka, Bangalore, India; Pachiyappan S., Christ University, Karnataka, Bangalore, India; Suganya G., Kumaraguru College of Liberal Arts and Science, Tamil Nadu, Coimbatore, India; Suja S., T. John College, Karnataka, Bangalore, India; Nandhi S., Christ University, Karnataka, Bangalore, India; Sampath B., CMS B-School, Jain (Deemed to Be) University, Karnataka, Bangalore, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 21976503;
Format
online
Language
English
Type
Book chapter

Citation

Selvakumar, J. Joshua; Pachiyappan, Sathish; Suganya, G.; Suja, S.; Nandhi, Sreeraman; Sampath, Bharath, “Investigating the Relationship Among Demographic Profiles and Customer Engagement Cluster Groups on Mobile E-Commerce Applications,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/23983.

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