. 2021 Nov 8;50(2):195–225. doi: 10.1007/s11747-021-00815-w

Table 2.

Adoption stage

Established theoretical approaches	Priority future research themes and examples of research questions
Continuation of the consumer decision-making process	• Basic Theory of Planned Behaviour (TPB) and Theory of Reasoned Action (TRA) (Ajzen 1991; Azjen 1980). • Technology Adoption Model (TAM) (Davis 1989) and modifications of it such as U-TAUT (Venkatesh et al. 2003). • Technology Adoption Model (TAM) combined with other theories, especially expectancy theory (Vroom 1964); Uses and Gratification (U&G) theory (Mcguire 1974, Eighmey and McCord 1998) • Basic psychological mechanisms inherent to trust (Robinson 1996) and perceptions of risk (Weber et al. 2002). • Experiential learning theory (Kolb et al. 2001). • Media flow (Wu and Ye 2013) and attachment theory (Bowlby 1982). • Involvement theory (Zaichkowsky 1986). • Motivation theory (Herzberg, Mausner and Bloch-Snyderman 1959) • Personality traits theory (McCrae and Costa 1987; John and Srivastava 1999) • Basic psychological mechanisms linked to information needs, usage preferences and usage behaviours (Alavi and Ahuja 2016; Doub et al. 2018; Kim et al. 2017). • Self-concept (Sirgy 1982).	Priority future research themes: • Decision rules and heuristics in apps choice. • Self-concept and expression in app adoption. • App repertoires and different nuances of app loyalty (e.g., inertia, shared and tenure loyalty). Examples of research questions: - How do consumers choose and compare apps? - How do consumers form repertoires of different types of apps, and how many apps do they typically have in these repertoires? What underpins, over time, changes in the repertoire of apps that consumers routinely use? - Do consumers use apps that are congruent with their self-concept, including in a social context (i.e., looking glass self)? Are apps an extension of the self?
Mobile shopping	• Customer experience theory (Verhoef et al. 2009) • Expectancy theory (Vroom 1964) • Uses and Gratification (U&G) theory (Mcguire 1974, Eighmey and McCord 1998) • Motivation theory (Herzberg, Mausner and Bloch-Snyderman 1959). • Basic principles of impulsive behaviour (Rook and Fisher 1995). • Brand experience (Brakus et al. 2009) • Personality traits theory (McCrae and Costa 1987; John and Srivastava 1999). • TAM combined with personality traits theory (Svendsen et al. 2013). • Customer satisfaction theory (Lam, Shankar, Erramilli and Murthy 2004; Yang and Peterson 2004).	Priority future research themes: • Outlining the decision-making process characterizing mobile shopping via apps and in-app purchases. • Sources of app experience and values driving mobile shopping via apps and in-app purchases. • The impact of mobile shopping via apps on various aspects of brand performance, especially sales and brand availability (studies based on single-source data). Examples of research questions: - How do consumers make purchases via apps and/or make in-app purchases? Which factors impact these instances of mobile shopping the most? - What factors determine the process and frequency of purchases made via apps and/or in-app purchases? - What is the impact of apps’ deployment on a brand’s sales and on a brand’s availability (i.e., availability in consumer’s memory prior to purchase, at the point of purchase and more generally online/offline)?

Established theoretical approaches

Priority future research themes and examples of research questions

Continuation of the consumer decision-making process

• Basic Theory of Planned Behaviour (TPB) and Theory of Reasoned Action (TRA) (Ajzen 1991; Azjen 1980).

• Technology Adoption Model (TAM) (Davis 1989) and modifications of it such as U-TAUT (Venkatesh et al. 2003).

• Technology Adoption Model (TAM) combined with other theories, especially expectancy theory (Vroom 1964); Uses and Gratification (U&G) theory (Mcguire 1974, Eighmey and McCord 1998)

• Basic psychological mechanisms inherent to trust (Robinson 1996) and perceptions of risk (Weber et al. 2002).

• Experiential learning theory (Kolb et al. 2001).

• Media flow (Wu and Ye 2013) and attachment theory (Bowlby 1982).

• Involvement theory (Zaichkowsky 1986).

• Motivation theory (Herzberg, Mausner and Bloch-Snyderman 1959)

• Personality traits theory (McCrae and Costa 1987; John and Srivastava 1999)

• Basic psychological mechanisms linked to information needs, usage preferences and usage behaviours (Alavi and Ahuja 2016; Doub et al. 2018; Kim et al. 2017).

• Self-concept (Sirgy 1982).

Priority future research themes:

• Decision rules and heuristics in apps choice.

• Self-concept and expression in app adoption.

• App repertoires and different nuances of app loyalty (e.g., inertia, shared and tenure loyalty).

Examples of research questions:

- How do consumers choose and compare apps?

- How do consumers form repertoires of different types of apps, and how many apps do they typically have in these repertoires? What underpins, over time, changes in the repertoire of apps that consumers routinely use?

- Do consumers use apps that are congruent with their self-concept, including in a social context (i.e., looking glass self)? Are apps an extension of the self?

Mobile shopping

• Customer experience theory (Verhoef et al. 2009)

• Expectancy theory (Vroom 1964)

• Uses and Gratification (U&G) theory (Mcguire 1974, Eighmey and McCord 1998)

• Motivation theory (Herzberg, Mausner and Bloch-Snyderman 1959).

• Basic principles of impulsive behaviour (Rook and Fisher 1995).

• Brand experience (Brakus et al. 2009)

• Personality traits theory (McCrae and Costa 1987; John and Srivastava 1999).

• TAM combined with personality traits theory (Svendsen et al. 2013).

• Customer satisfaction theory (Lam, Shankar, Erramilli and Murthy 2004; Yang and Peterson 2004).

Priority future research themes:

• Outlining the decision-making process characterizing mobile shopping via apps and in-app purchases.

• Sources of app experience and values driving mobile shopping via apps and in-app purchases.

• The impact of mobile shopping via apps on various aspects of brand performance, especially sales and brand availability (studies based on single-source data).

Examples of research questions:

- How do consumers make purchases via apps and/or make in-app purchases? Which factors impact these instances of mobile shopping the most?

- What factors determine the process and frequency of purchases made via apps and/or in-app purchases?

- What is the impact of apps’ deployment on a brand’s sales and on a brand’s availability (i.e., availability in consumer’s memory prior to purchase, at the point of purchase and more generally online/offline)?