Since m-shopping has gained widespread popularity in society, it has become mainstream in many parts of the world. Consumers not only use mobile devices during their entire path-to-purchase in and around the brick-and-mortar business, but they also increasingly make direct internet purchases with their mobile devices. Consequently, one can expect the shopping behaviour of consumers to be diverse. Therefore, based on a typology approach, this study provides a detailed insight into the different buying routines of m-shoppers. Using a sample of 799 consumers, in a first step this study extracts and verifies three m-shopper clusters: while motivated shoppers and casual shoppers are located at the extremes of the cluster profiles, smart shoppers are somewhere in the middle. Then, in a second step, the empirical findings reveal further significant differences between all three m-shopper types in terms of their individual path-to-purchase, thereby confirming diverse consumption patterns where the m-channel is used.

中文翻译：

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移动购物者类型学：一种基于购物动机的聚类方法，用于发现移动购物路径上购物模式的差异

自从移动购物在社会上获得广泛普及以来，它已成为世界许多地方的主流。消费者不仅在实体业务及其周围的整个购买路径中使用移动设备，而且他们越来越多地通过移动设备直接进行互联网购买。因此，人们可以期望消费者的购物行为是多样的。因此，本研究基于类型学方法，对m购物者的不同购买常规提供了详细的见解。这项研究以799名消费者为样本，首先提取并验证了三个m-购物者群：虽然积极的购物者和休闲购物者位于群体轮廓的极端，但精明的购物者位于中间位置。然后，在第二步中