IMPACT DE LA TAILLE DE L’ECRAN SUR LE NIVEAU D’IMMERSION DANS UNE EXPERIENCE DE SHOPPING MOBILE : ETUDE EXPLORATOIRE

Abstract

New technologies have had an impact on many aspects of human life including business activities. The post-modern consumer is increasingly adopting technological innovations, the change started with the adoption of electronic commerce before the advent of mobile commerce. In 2018, the e-commerce web site Jumia declared during its annual study, that 73% of purchases made on the site in Morocco were ordered by a mobile device.During this study, it was proven, through an observation experience, followed by a semi-structured interview with 10 young Moroccan executives comprising two different groups (a group using a large smartphone and another group using a smartphone with a small size), that the size of the smartphone screen has a relative impact on the level of immersion of users in the mobile shopping experience, the participants in this study were led to test two smartphones having two different sizes in order to test the possible impact of the size of the smartphone screen on immersion in a mobile shopping experience.The results showed that mobile users feel more comfortable handling a smartphone with a larger screen, however this has little impact, according to the statements of the study participants, on the level of immersion in the experience. shopping.This exploratory study must be supplemented by a confirmatory study confirming or refuting this trend.

Keywords

• :consumer experience
• immersion
• mobile application
• screen size