Today, there are 2.6 Billion Smartphone subscriptions globally, and while growth has been levelling off in developed markets like the U.S. and Europe, it is not stalling altogether by a long shot. By 2020, globally there will be 6.1 Smart phone users led by huge growth in less mature markets. And, with 6.1 Billion Smart phones in circulation, we will see a tipping point of sorts: Smart phones will finally overtake the number of active fixed line subscriptions worldwide in 2020 (Neilsen Survey, 2012).

Mobile browsing and shopping has become the new sensation of the consumers. But, it is not enough to cater the needs of the new generation that are born with the usage of Smartphone in their homes. It has created the vacuum of user interface technology. The marketers are more afraid of losing their customers and they have begun to concentrate on increasing the number of online customers to their mobile friendly websites, since every smartphone has the access to the Internet at any given point of time. As a human being, his or her needs are undergoing a change in accordance with the technological change.

The desire for shopping will never go down to any customer with their increased income and exposure to too much information about the new and innovative products available in the markets. E-tailors are much more interested to know the preference of their precious customers by knowing them more closely, to track their buying behaviour, even providing the support when they are intermittent to the Internet connectivity. Technology has paved new ways to solve the limitations in online shopping websites by developing a tool called Mobile Shopping Applications called as Apps that allows customers to download the shopping tool developed by the seller into their mobile phones. In this paper, an attempt will be to conceptualise the key linkages between mobile applications quality and smartphones attributes in online shopping. Mobile apps have given the comfort zone to the customers to shop at ease with lesser mobile interactions. Mobile shopping Apps are mostly preferred by the customers than the direct purchase from the website itself.

For full text of this article, Contact Mr. Jitender Sharma at jitender.sharma@jaipuria.ac.in

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