Mobile shopping intensity: Consumer demographics and motivations |
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| Institution: | 1. Professor of Marketing Department of Marketing and International Business College of Business Minnesota State University, Mankato Mankato, MN, 56001, USA;2. Professor of Marketing Department of Marketing and International Business College of Business Minnesota State University, Mankato 150 Morris Hall Mankato, MN, 56001, USA;1. Department of Economics, Management and Business Law, University of Bari Aldo Moro, Largo Abbazia Santa Scolastica 53, 70124, Bari, Italy;2. Department of Engineering, University of Perugia, Via G. Duranti 93, 06125, Perugia, Italy;3. Department of Management, Kozminski University, Jagiellonska 57/59 Warsaw, Poland;4. Department of Management, Università di Bologna – Alma Mater Studiorum, Via Capo di Lucca 34, 40126, Bologna, Italy;5. HEC Montreal, Canada;1. School of Management, Harbin University of Commerce, 1 Xuehai Street, Harbin, 150028, China;2. Yatai School of Business Administration, University of Finance and Economics, 699 Jingyue Street, Changchun, 130117, China;3. School of Marketing and International Business, Victoria University of Wellington, New Zealand;4. Department of Marketing, Romanian American University, Bucharest, Romania |
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| Abstract: | PurposeTo investigate how consumer demographics and motivations may influence their mobile shopping intensity.Design/methodology/approachAn online survey was developed to collect data using SurveyMonkey's online shopper panel. The final sample consisted of 937 mobile shoppers. Linear regression analysis was performed to test the hypotheses.FindingsConsumers' education and income levels significantly increase their number of mobile purchases, their frequency of purchases, and the amount of money spent on mobile purchases. Males have been found to spend more on mobile shopping than females, while younger people made more mobile purchases than older people. This study also identifies six types of motivations that drive consumers’ mobile shopping intensity, including convenience seeking, bargain hunting, enjoyment seeking, perceived usefulness, ease of use, and innovativeness.Research limitations/implicationsFuture research may examine additional motivational measures and situational factors and conduct cross-cultural studies.Practical implicationsFindings from this study can help businesses develop their mobile shopping strategies.Originality/valueThis is the first study to investigate how consumer demographics and motivations may influence their mobile shopping intensity. |
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| Keywords: | Mobile shopping Mobile shopping intensity Demographics Convenience seeking Bargain hunting Enjoyment seeking Perceived usefulness Ease of use Innovativeness |
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