The fine line between benefits and burdens: the effects of m-commerce on consumer well-being

Abstract

Shopping on mobile devices is becoming increasingly important. In Switzerland, nearly half of all online orders are now placed through mobile devices. Research on m-commerce has primarily focused on user acceptance, the intention to use m-commerce, general consumer behavior, and customer satisfaction. However, the impact of m-commerce on consumer well-being remains underexplored—an area this study addresses. Over the course of three weeks, sixteen consumers kept diaries documenting their m-commerce behavior, followed by guided interviews with eight of them to qualitatively assess their behavior and its impact on consumer well-being. The collected data was analyzed using content analysis and on the basis of the Consumer Life Cycle Model and the PERMA Model. The ambivalent results reveal a fine line between the benefits and burdens of m-commerce. While its efficient and convenient processes, along with spatial and temporal flexibility, tend to enhance consumer well-being, information and offer overload, as well as impulsive purchases, negatively impact it. A key finding is that a mindful and intentional approach to m-commerce appears crucial. Online retailers should, therefore, prioritize consumer autonomy and awareness and implement measures that support and encourage these qualities. Based on the results, a new model was developed to examine consumer well-being in the context of m-commerce. The insights gained from this study represent an important first step in understanding the effects of m-commerce on consumer well-being and provide a foundation for further research in this area.