Study about M-Consumer Segmentation: An Approach for M-Communication, M-Distribution, and M-Accessibility
New Innovations in Economics, Business and Management Vol. 3,
27 November 2021
The increased use of mobile communication and the rapid development of mobile shopping technologies have significant financial implications, particularly for business-to-consumer retail markets. The purpose of this study was to examine the interrelationship among the m-consumers’ personality traits, m-communication, m-distribution, and m-accessibility utilities, as well as their willingness to m-shop. This study found that m-communication and m-accessibility utilities were key factors in predicting willingness to m-shop. Our findings demonstrated that more extraverted, more agreeable, and less neurotic m-consumers were likely to perceive high levels of m-communication utility. More conscientious m-consumers were likely to perceive high levels of m-distribution utility and low levels of m-accessibility utility. In addition, this study identified that consumers who were more open to experience, more extraverted, and less conscientious were likely to have high levels of willingness to m-shop. Managerial implications and recommendations for future research were presented.
- mobile web shopping